{"id":52183,"date":"2025-01-28T01:46:33","date_gmt":"2025-01-28T01:46:33","guid":{"rendered":"https:\/\/peraltafinancing.com\/business\/marketing\/the-trade-desks-jeff-green-explains-why-the-adtech-giant-doesnt-make-big-ma-moves\/"},"modified":"2025-01-28T01:46:33","modified_gmt":"2025-01-28T01:46:33","slug":"the-trade-desks-jeff-green-explains-why-the-adtech-giant-doesnt-make-big-ma-moves","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=52183","title":{"rendered":"The Trade Desk&#8217;s Jeff Green Explains Why the Adtech Giant Doesn&#8217;t Make Big M&#038;A Moves"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div>\n<p>Advertising tech company The Trade Desk isn\u2019t interested in snapping up companies\u2014despite its recent<a href=\"https:\/\/www.adweek.com\/programmatic\/the-trade-desk-acquires-sincera\/\" target=\"_blank\"> rare acquisition of data firm Sincera.<\/a><\/p>\n<p>The Trade Desk is the largest independent adtech firm, competing primarily against Google and Amazon for programmatic ad dollars. But the giant is notably not a buyer of companies. Besides Sincera, The Trade Desk\u2019s only other acquisition to date was its 2017 acquisition of Adbrain.<\/p>\n<p>While speaking at the Interactive Advertising Bureau\u2019s\u00a0Annual Leadership Meeting, Green quickly shut down speculation that its recent acquisition could signal a shift in The Trade Desk\u2019s mergers and acquisitions strategy.<\/p>\n<p>\u201cSincera isn\u2019t a big team,\u201d Green said, emphasizing The Trade Desk\u2019s focus on developing its own tech rather than integrating new businesses. Financial terms of the Sincera acquisition were not disclosed at the time of the annoucement.<\/p>\n<p>While Green acknowledged that acquisitions sometimes make sense, he said they\u2019re often distractions. Instead, Green is betting on growth of The Trade Desk\u2019s core business, particularly as the company strengthens its role as a trusted partner for publishers.<\/p>\n<div class=\"row justify-content-center\">\n<div class=\"col-12\">\n<section class=\"section section--teaser section--teaser_partners section--teaser_partners--horizontal px-0 py-4\">\n<div class=\"section--teaser_partner\">                         <a class=\"link-reset text-decoration-none\" href=\"https:\/\/www.adweek.com\/media\/exclusive-the-trade-desk-ranks-the-top-100-publishers\/\" target=\"_blank\"><br \/><img decoding=\"async\" loading=\"lazy\" src=\"http:\/\/www.adweek.com\/wp-content\/uploads\/2024\/05\/trade-desk-100-publishers-2024.jpg?w=652&amp;h=367&amp;crop=1\" alt=\"\" class=\"image image--partner\"\/><br \/><\/a>                     <\/div>\n<\/section>\n<\/div><\/div>\n<p>Even so, Green acknowledged that the adoption of programmatic advertising has not grown as quickly as he had hoped\u2014presenting a challenge as the company continues pushing for a more open and competitive digital ad ecosystem.<\/p>\n<p>Green also broken down four adtech trends to watch out for in 2025.<\/p>\n<h4 class=\"wp-block-heading\">Adtech companies and publishers could win if Google loses<\/h4>\n<p>Green has long been a critic of Google, which is both a competitor and partner to The Trade Desk.<\/p>\n<p>Google is currently waiting for a ruling in the federal case accusing<a href=\"https:\/\/www.adweek.com\/lineup\/googles-adtech-trial\/\" target=\"_blank\"> that its programmatic ad business<\/a> is a monopoly.<\/p>\n<p>Green believes Google will first negotiate with the government before it is forced to breakup its ad exchange business. If that split comes to pass, Green sees it benefiting the open internet, supply-side platforms, and publishers who\u2019ve long been under Google\u2019s thumb. <\/p>\n<p>\u201cGoogle\u2019s success has not been good for SSPs and publishers,\u201d he said, adding that it makes strategic sense for Google to focus more on YouTube rather than the open internet\u2014something that its demand-side platform, DV360, already prioritizes. \u201cIt\u2019s where all their privacy and antitrust risks come from, but it\u2019s not where all the money comes from.\u201d<\/p>\n<p><!--nextpage--><\/p>\n<div class=\"row justify-content-center\">\n<div class=\"col-12\">\n<section class=\"section section--teaser section--teaser_partners section--teaser_partners--horizontal px-0 py-4\">\n<div class=\"section--teaser_partner\">                         <a class=\"link-reset text-decoration-none\" href=\"https:\/\/www.adweek.com\/programmatic\/agencies-receive-perks-media-owners-not-disclosed-clients\/\" target=\"_blank\"><br \/><img decoding=\"async\" loading=\"lazy\" src=\"http:\/\/www.adweek.com\/wp-content\/uploads\/2024\/08\/agencies-rebates-clients-2024.jpg?w=652&amp;h=367&amp;crop=1\" alt=\"pair of hands in black and white counting money against a lavender background\" class=\"image image--partner\"\/><br \/><\/a>                     <\/div>\n<\/section>\n<\/div><\/div>\n<p>Green framed a potential spinoff as a \u201cchess move\u201d for Google\u2019s board and CEO Sundar Pichai\u2014not just a regulatory aftershock. A breakup could spark much-needed competition and finally allow SSPs to deliver real yield management for publishers, Green said.<\/p>\n<h4 class=\"wp-block-heading\"><strong>Spotify will embrace <\/strong>programmatic advertising<\/h4>\n<p>Green <a href=\"https:\/\/www.adweek.com\/media\/spotify-live-experiences\/\" target=\"_blank\">sees Spotify\u2019s<\/a> full embrace of the open internet as a pivotal moment for audio advertising. <\/p>\n<p>Thanks to generative AI\u2019s ability to streamline ad creation, creating audio ads will accelerate.<\/p>\n<p>\u201cAudio might be the most on-sale part of the open internet,\u201d he said. He expects to see a huge uptick in programmatic audio as Spotify opens up more inventory.<\/p>\n<h4 class=\"wp-block-heading\"><strong>Streaming will go more programmatic<\/strong><\/h4>\n<p>Green expects streaming TV to continue growing as content owners push for more profitability and ad loads increase. He sees a greater role for programmatic and biddable inventory in streaming, especially for high-value categories like sports, where auction-based pricing could drive higher ad prices.<\/p>\n<p>\u201cThere\u2019s still lots of room for us to grow to make things biddable,\u201d he said. \u201cThat will have a huge impact on some of the most expensive content in CTV, which is sports, where biddable is really suited to improve the entire sports experience.\u201d<\/p>\n<p>The Trade Desk is <a href=\"https:\/\/www.adweek.com\/convergent-tv\/biggest-questions-the-trade-desk-os\/\" target=\"_blank\">also building a smart TV <\/a>operating system called Ventura.<\/p>\n<p>Streaming makes up half of The Trade Desk\u2019s business, but Green also sees opportunities in retail media and display advertising\u2014even as display faces challenges.<\/p>\n<p>\u201cHonestly, it\u2019s not that important to me,\u201d Green said when asked if the company\u2019s mix would remain 50-50. \u201cWe want to go where there are growth opportunities and where there\u2019s efficacy.\u201d<\/p>\n<div class=\"row justify-content-center\">\n<div class=\"col-12\">\n<section class=\"section section--teaser section--teaser_partners section--teaser_partners--horizontal px-0 py-4\">\n<div class=\"section--teaser_partner\">                         <a class=\"link-reset text-decoration-none\" href=\"https:\/\/www.adweek.com\/commerce\/grocerytv-hy-vee-in-store-ads-retail-media-the-trade-desk\/\" target=\"_blank\"><br \/><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/www.adweek.com\/wp-content\/uploads\/2024\/12\/GroceryTV-partners-Hy-Vee-2024.jpg?w=640&amp;h=360&amp;crop=1\" alt=\"Hy-Vee has partnered with Grocery TV, a company that has built out a network of digital screens across over 5,000 retail stores across the U.S. The deal allows Hy-Vee to plug its in-store digital screens into that network, which also lets advertisers buy the inventory through The Trade Desk. \" class=\"image image--partner\"\/><br \/><\/a>                     <\/div>\n<\/section>\n<\/div><\/div>\n<p><!--nextpage--><\/p>\n<h4 class=\"wp-block-heading\"><strong>Identity remains a priority<\/strong><\/h4>\n<p>Despite Google\u2019s <a href=\"https:\/\/www.adweek.com\/programmatic\/google-wont-kill-the-cookie-here-are-the-winners-and-losers\/\" target=\"_blank\">inconsistent approach <\/a>to cookies and identifiers, Green said that The Trade Desk remains committed to its privacy product <a href=\"https:\/\/www.adweek.com\/programmatic\/amazon-web-services-inks-partnership-with-trade-desks-uid2-cookieless-solution\/\" target=\"_blank\">called Unified ID 2.0. <\/a>He blasted Google for inserting itself between consumers and publishers in the name of privacy, while cementing a new form of market dominance.<\/p>\n<p>\u201cBy creating an ID that sits outside of that\u2014one that appends to the most benign piece of what we\u2019ve formally called PII, an email address\u2014you make it possible for consumers to take their preferences with them,\u201d he said.<\/p>\n<\/div>\n\n","protected":false},"excerpt":{"rendered":"<p>Advertising tech company The Trade Desk isn\u2019t interested in snapping up companies\u2014despite its recent rare acquisition of data firm Sincera. The Trade Desk is the largest independent adtech firm, competing primarily against Google and Amazon for programmatic ad dollars. But the giant is notably not a buyer of companies. Besides Sincera, The Trade Desk\u2019s only [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":52184,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[98],"tags":[30574,12731,1022,25634,7997,13077,2471,496,2761,11379,10909,13273,9792],"dealstore":[],"offerexpiration":[],"class_list":["post-52183","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-ad-tech-industry-news","tag-adtech","tag-big","tag-desks","tag-doesnt","tag-explains","tag-giant","tag-green","tag-jeff","tag-moves","tag-platforms","tag-programmatic","tag-trade"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The Trade Desk&#039;s Jeff Green Explains Why the Adtech Giant Doesn&#039;t Make Big M&amp;A Moves - Som2ny Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/fivemor.com\/?p=52183\" \/>\n<link rel=\"next\" href=\"https:\/\/fivemor.com\/?p=52183&page=2\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Trade Desk&#039;s Jeff Green Explains Why the Adtech Giant Doesn&#039;t Make Big M&amp;A Moves - Som2ny Network\" \/>\n<meta property=\"og:description\" content=\"Advertising tech company The Trade Desk isn\u2019t interested in snapping up companies\u2014despite its recent rare acquisition of data firm Sincera. 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