The panic started earlier this month when the ad tech vendor's CEO Jeff Green drew a figurative line down the open web - a realm plagued by poorly targeted ads, fraud and 'malvertising' on one side - and what he calls the 'premium internet,' characterized by high-quality ad inventory bolstered by first-party data and user consent on the other.
CEOs at major publishers are freaking out about what The Trade Desk is doing," said an ad tech executive who works directly with publishers. Publishers fear that The Trade Desk is preparing to withdraw ad dollars from many of them, interpreting Green's 'premium internet' claim as a signal of this shift.
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