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The Trade Desk says Omnicom audit finds no discrepancies amid Publicis dispute
Big Four review finds no issues while rival flags hidden fees, fuelling industry-wide scrutiny of ad tech pricing
NEW YORK: The battle over ad tech transparency is heating up. Omnicom has ordered a third-party audit of The Trade Desk, even as rival Publicis Groupe doubles down on allegations of hidden fees, dragging the demand-side platform into a widening industry reckoning.
According to reports by AdAge and Campaign Asia-Pacific, Omnicom informed clients it had commissioned an independent review of The Trade Desk’s contracts and billing practices, a move triggered by Publicis Groupe’s earlier audit that claimed to have uncovered undisclosed charges linked to certain features and services.
Omnicom said the audit, to be conducted by one of the Big Four accounting firms, is aimed at independently verifying how The Trade Desk structures and prices its services. The identity of the auditor has not been disclosed.
The Trade Desk, however, has sought to steady nerves. The company confirmed the review, describing it as routine oversight within a long-standing partnership built on “shared commitments to transparency, innovation and performance”. It added that Omnicom Media’s ongoing analyses and reviews “have not identified any issues”.
That stands in stark contrast to Publicis Groupe’s findings. The French holding company had appointed FirmDecisions to conduct its audit and subsequently advised clients to avoid using The Trade Desk’s platform, alleging that fees had been improperly applied, including to tools clients were automatically enrolled into.
The Trade Desk pushed back, questioning the credibility of FirmDecisions as an auditor and disputing the claims. It said certain data requested during the audit could not be shared due to confidentiality obligations tied to contracts with other holding companies and third parties.
At the centre of the storm is Jeff Green, founder and chief executive of The Trade Desk, who has publicly defended the company’s model. In a LinkedIn post, Green said the platform was built to be “transparent and buyer-aligned”, insisting it had not failed any audit. He also rejected demands for broader disclosure, citing “ambiguous audit rights” and confidentiality constraints.
Green did not hold back on the wider ecosystem either, arguing that parts of the industry publicly champion transparency while benefiting from inefficiencies in programmatic trading. He also criticised agency practices such as principal media buying, where inventory is resold at a markup, underscoring long-simmering tensions.
The dispute comes at a time when the economics of ad tech are shifting fast. Agencies, which control vast programmatic budgets, are under pressure to cut costs and are increasingly exploring direct relationships with publishers and connected television platforms to streamline supply paths. Meanwhile, heavyweight platforms such as Amazon and Google have squeezed fees, making it harder for independent players to compete.
The Trade Desk has positioned itself as a neutral alternative to these walled gardens, arguing that unlike Amazon and Google, it does not own media properties competing for advertiser spend. Yet its recent push to engage brands directly has unsettled agency partners, further straining ties.
What began as a technical audit has now snowballed into a full-blown industry flashpoint. With Omnicom finding no issues, Publicis crying foul and The Trade Desk digging in, the fight over transparency, pricing and power in programmatic advertising is no longer simmering in the background. It is out in the open, and it is only getting louder.
MAM
Deepshikha Ghosh appointed Chief Content Officer, Digital at The Indian Express
Veteran journalist with 20 years at NDTV joins to strengthen digital-first strategy.
MUMBAI: Deepshikha Ghosh just traded one newsroom for another because when you’ve spent two decades mastering the digital news game, even The Indian Express wants you to rewrite its next chapter. Deepshikha Ghosh has been appointed Chief Content Officer, Digital at The Indian Express, effective 24 March 2026. The move brings a seasoned digital journalist with two decades of experience at NDTV to lead content strategy, digital journalism and audience engagement across the group’s online platforms.
Ghosh, who most recently served as Managing Editor at NDTV Convergence, is widely respected for her sharp editorial instincts in Indian politics, governance and legal policy. She has anchored major national stories from landmark Supreme Court verdicts to critical geopolitical developments blending traditional reporting rigour with a digital-native approach.
A graduate in Journalism from GGSIP University, she combines strong on-ground experience with a deep understanding of evolving audience behaviour and fast-paced online news dynamics. Her appointment is seen as a strategic step to accelerate The Indian Express’s “digital-first” vision.
In an industry where the news cycle never sleeps, The Indian Express has brought in a journalist who knows exactly how to keep the story moving ensuring that even in the digital age, quality journalism remains front and centre.
