EXTE Becomes the First Partner in Europe to Integrate The Trade Desk’s Price Discovery & Provisioning (PDP) API
by on 12th Jan 2026 in News
EXTE has become the first partner in Europe to integrate The Trade Desk’s Price Discovery and Provisioning (PDP) API, a development that marks a turning point in the way programmatic deals are managed.
This integration places the company at the forefront of a structural shift: moving away from traditional deal IDs toward agreements that are configurable, verifiable, and natively operable within the platform. This adoption results in a more stable and transparent ecosystem, less dependent on manual exchanges between sales and technical teams.
Within the digital advertising industry, it is widely known that many deal IDs fail to scale or execute as planned due to misalignments in budgets, delivery criteria, or brand safety rules. The PDP API addresses these inefficiencies by registering all essential deal parameters from the outset—budget, eligibility, pacing, and brand safety requirements—in a structured and traceable manner.
"Being the first in Europe to activate this integration marks a new phase for programmatic advertising. The Trade Desk’s PDP allows us to work with far more precise deals, with clear and auditable parameters aligned with real execution, reducing adjustments and increasing confidence among our clients," said Alex Martínez, chief strategy officer at EXTE.
With this integration, EXTE significantly reduces the operational friction typically associated with private marketplaces (PMPs), minimising diagnostic ambiguity and accelerating responses to delivery deviations. For bers, stability increases thanks to clear and auditable deals; for publishers, committed inventory is managed based on verified parameters rather than relying on informal exchanges or fragmented information.
"Our API-based integration for managing transaction identification campaigns is built on a simple principle: replacing manual and fragmented processes with a streamlined approach that improves efficiency, accuracy, and scale. By enabling buyers and sellers to input and manage transaction identification details directly through the API, EXTE helps ensure that this information flows seamlessly into programmatic workflows across The Trade Desk," said Ariane Páez-Bravo, director of inventory development at The Trade Desk.
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