How The Trade Desk’s Jeff Green became ad-tech’s most-loved CEO and one of Google’s biggest critics, and how he plans to save targeted advertising
A big part of Green's platform has been to shine a bright light on those concerns.
"When they joined their buy-side services with their sell-side services and put the same structure together so they all report to the same people, that was a mistake," Green said. "I don't know if to them that it's worth being in the business." "At the end of the day, our clients understand what that bias looks like — they're probably going to be willing to accept some of those biases if it makes their media 25% more effective," said the source. "Jeff would say that he's got Google and Amazon on the back foot, but I don't know how true that is."The Trade Desk is using its clout to impact big industry initiatives.
The CEO of an ad-tech firm that competes with both The Trade Desk and Google's DSPs argued that The Trade Desk's tussle with Google over this issue actually shows Google doesn't have a monopoly on advertising. "The criteria is very high multiple, year-to-date returns," he said. "You have shareholders looking at this saying, 'This isStaying in the game also means The Trade Desk has to stay ahead of changes Google and Apple are making to internet browsers.
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