The Trade Desk
- Role
- General-purpose DSP with a DOOH channel; the existing-seat route
- Pricing model
- Percentage-of-media platform fee set in each master service agreement; DOOH bought alongside other channels
- Cheapest published rate
- Quote-only. No published all-in DOOH fee schedule. The Trade Desk 2026
- Checked
- 2026-07-31 against www.thetradedesk.com
What the existing seat gets you
TTD's DOOH channel reaches screens listed by connected SSPs (Vistar, Place Exchange, Broadsign Reach and peers) The Trade Desk 2026. The draw is operational: DOOH becomes one more channel next to CTV and display, same seat, same reporting, same audiences where data permits. If your team already runs TTD, the marginal setup cost of a DOOH test approaches zero, which is a real advantage no DOOH-native platform can match.
The fee arithmetic, honestly
Your working media crosses at least three unpublished tolls: TTD's platform fee (set in your MSA), the SSP take rate, and any data fees. None are public, so this site prints no percentages; the discipline is to demand the all-in cost per thousand delivered impressions in writing and compare it against the published direct anchors: $5-$18 CPM, $3,500-$25,000 per 4-week flight AdQuick 2026. The full method is in direct vs programmatic.
Seat vs DOOH-native DSP
- Pick the seat when DOOH is a supporting channel inside a bigger digital plan and your fees are already negotiated.
- Pick a native (Vistar, Hivestack) when venue-level nuance, DOOH-specific measurement, or supply relationships decide the outcome.
- Either way, measurement is exposure-based, not click-based; recalibrate expectations via measurement and pDOOH mechanics.
Mid-market alternative with a published CPM claim: StackAdapt.