In ad tech, group thinking leads companies to utilize outdated strategies, ultimately risking their success as market rules change. Leaders often stick to playbooks that once worked but now hinder progress. The competitive landscape increasingly favors Google and Amazon, which hold exclusive data and inventory that provide them with strong advantages. For growth, TTD must shift its focus to areas where it can command trust and independence, rather than competing against established giants in saturated markets.
Group thinking in ad tech leads companies to cling to outdated strategies despite evolving market conditions, risking obsolescence against competitors with superior resources.
The competitive landscape has shifted against independent DSPs. Google and Amazon leverage exclusive data and inventory that create substantial advantages.
To unlock new growth, TTD should focus on areas where competitors lack trust, allowing differentiation and leveraging its independence and industry reputation.
Transitioning towards a blue ocean strategy could allow TTD to navigate spaces where established giants have less influence and where trust plays a critical role.
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