"Green's core thesis rests on a macro dynamic. In 2025, advertising supply grew faster than demand. That matters. When supply is scarce -- for example, when only a handful of platforms control most impressions -- those platforms enjoy pricing power. Advertisers have limited alternatives, and ecosystems can bundle inventory, data, and measurement into a single package. But when supply expands faster than demand, advertisers gain leverage."
"Against that backdrop, many investors assumed the open internet was gradually losing ground. But during The Trade Desk's (NASDAQ: TTD) fourth-quarter 2025 earnings call, CEO Jeff Green pushed back on that assumption. His argument was straightforward -- and surprisingly optimistic: The open internet may actually be strengthening, which is positive for the company's long-term prospects."
The Trade Desk's CEO Jeff Green challenges the prevailing narrative of digital advertising consolidation, arguing the open internet is actually strengthening rather than fading. While Google, Meta, Amazon, and streaming platforms have built dominant walled gardens, a key macro dynamic is shifting the balance. In 2025, advertising supply grew faster than demand, which fundamentally changes market dynamics. When supply is scarce, platforms enjoy pricing power and can bundle offerings. However, with expanding supply, advertisers gain negotiating leverage and can compare impressions across publishers. This environment favors objective decision-making and independent platforms like The Trade Desk, which operate as neutral demand-side platforms without owning inventory or prioritizing specific publishers.
#digital-advertising #open-internet #market-consolidation #demand-side-platforms #advertising-supply-and-demand
Read at www.aol.com
Unable to calculate read time
Collection
[
|
...
]