As The Trade Desk continues to grow, critics from various parts of the advertising industry express concerns about its increasing market power and potential monopolistic behavior. The shift from a neutral entity to a dominant force is seen as a troubling evolution.
Critics like Lotame's CEO and Viant's COO are highlighting The Trade Desk's transformation from an advocate against market consolidation to one potentially embodying those traits, suggesting a betrayal of its original mission.
The recent actions of The Trade Desk—like launching its smart TV operating system—have intensified scrutiny from within the industry, revealing an underlying fear of losing competitive advantages in the face of this growing dominance.
With growing unease in the industry, The Trade Desk faces heightened criticism suggesting it is straying into 'bad actor' territory, marked by perceived monopolistic actions that threaten the integrity of ad tech.
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