Publicis vs The Trade Desk: Audit row exposes deeper adtech power struggle

Publicis Groupe’s decision to stop recommending The Trade Desk (TTD) to clients has triggered one of the most significant flashpoints in the programmatic advertising ecosystem in recent years.

The move follows a recent audit in which Publicis flagged multiple concerns including the alleged “improper” application of DSP fees, billing for tools without explicit authorisation, and a lack of transparency in verifying whether media and data costs were passed through without mark-ups.

In a statement to Storyboard18, The Trade Desk said, “We’re aware of questions related to Publicis’ audit process. Any notion that TTD failed an audit is not true. In this case, the request included asks for data that would violate customer and partner confidentiality agreements. We look forward to working with Publicis to provide workable alternatives to this particular request, including information at an even more granular level than requested.”

The company added that its “reporting and billing processes are supported by an independent SOC 1 compliance,” and that it stands by contractual audit rights based on “customary accounting procedures, such as with Big 4 accounting firms.”

“We’ve enjoyed a long and successful working relationship with Publicis and hundreds of their clients. We look forward to building on this in the years ahead,” it said.

While The Trade Desk has strongly denied any audit failure, the episode has opened up a deeper industry conversation — one that goes far beyond audit findings.

From audit findings to ecosystem fault lines

The dispute comes at a time when tensions between agencies and platforms have already been building. Just weeks earlier, reports suggested that both WPP and Dentsu had exited The Trade Desk’s OpenPath initiative, citing concerns around transparency and fee visibility.

TTD, for its part, has defended its model and positioning. CEO Jeff Green reiterated that the company was built to be “more transparent and more aligned with buyers,” adding that it chose to work with agencies rather than disintermediate them.

But industry voices suggest that the conflict is less about compliance and more about control.

Gowthaman Ragothaman, media, advertising and marketing veteran and founder of Saptharushi, argues that the dynamics have fundamentally shifted.

“The Trade Desk… partnered with media agencies to help them transition ad spends from linear to digital, programmatically. This role is that of being an ‘agent’ in the supply chain,” he said.

That positioning, however, is evolving.