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The news: The Trade Desk CRO Jed Dederick likened Amazon鈥檚 advertising approach to Google鈥檚, accusing it of bundling and self-preferencing practices that threaten market competition. In an interview at Cannes Lions, Dederick urged Amazon to adopt a more open model like Meta鈥檚, warning that closed systems could draw regulatory scrutiny. Our take: By framing Amazon as the next Google, The Trade Desk is angling to become the preferred neutral alternative for marketers. As Amazon expands in CTV and commerce media, regulatory pressure may follow. If it does, The Trade Desk is well-positioned to gain from any shift toward more transparent platforms.

The news: The Trade Desk unveiled Deal Desk, a new tool to fix the inefficiencies in private marketplace buying, where up to 90% of structured deal IDs fail to scale. By automating deal creation via API and surfacing metadata like fit and availability, Deal Desk aims to save time and unlock premium inventory. Our take: As PMP spending overtakes open exchange buys, The Trade Desk is shoring up the backend infrastructure that supports this shift. Deal Desk positions the company to capture more high-value spend and offers a cleaner path to scale in a fragmented programmatic landscape.

The news: The Trade Desk has partnered with Rembrand to bring AI-generated in-content product placements to its Kokai platform. Advertisers can now programmatically insert branded elements like packaging or signage into videos across the open internet and connected TV. Rembrand claims these placements increase unaided awareness by 1.5x and boost brand recall by up to 31%. TTD also added three AI creative partners: Nova, Spaceback, and Bunny Studio. Our take: This marks a shift toward immersive, scalable ad formats that don鈥檛 disrupt the viewer experience. The move strengthens TTD鈥檚 AI credentials while giving brands new ways to be seen鈥攚ithout being skipped.

After last quarter鈥檚 rare miss, The Trade Desk delivers: Strong earnings and UID2 adoption signal confidence for 2025 and beyond.

Advertisers鈥� push for a unified strategy across retail media, loyalty programs, and merchandising is raising the bar on data and transparency. Paul Lentz, executive director and head of strategic development at CVS Media Exchange, shares how new collaborations鈥攆rom The Trade Desk to social platforms鈥攃an help brands see every ad dollar鈥檚 impact.

The news: At Cannes Lions 2025, Netflix announced it has added Yahoo鈥檚 DSP to its growing list of programmatic partners, joining Google, The Trade Desk, and Microsoft. The expansion boosts flexibility for advertisers targeting Netflix鈥檚 94 million monthly ad-tier users across 12 countries, with new capabilities for first-party data and interest-based buying. Our take: With its Ads Suite now live globally, Netflix is done crawling鈥攊t鈥檚 competing directly with YouTube and social platforms for CTV budgets. As its per-user ad revenues rebound and its content ecosystem broadens, Netflix is evolving into a full-funnel marketing platform poised to reshape premium video monetization.

The Trade Desk and publishers push for a more efficient open internet: Media leaders see programmatic as a way to unlock ad opportunities while reducing reliance on walled gardens and improving supply chain transparency.

The Trade Desk misses big in Q4: Results landed far below expectations, but a busy 2025 lies ahead.

The Trade Desk bolsters its data by acquiring Sincera: The deal hints at a future for DSPs, which face increased competition from sellers.

The Trade Desk unveils a CTV operating system: The move thrusts the DSP provider into direct competition with leading CTV device manufacturers.

When securely delivered to leading platforms, these proprietary signals鈥攁vailable exclusively through Roundel鈥攔efine audience understanding and power the native AI of partners like Google and The Trade Desk, enabling hyper-relevant messaging, adaption, and optimized performance with unprecedented precision and efficiency. 3. Price transparency: See where every dollar goes.

By partnering with technology platforms like The Trade Desk or Criteo, which aggregate retailer data into data sets for advertisers, smaller retailers can market their data sets independently. DoorDash and Macy鈥檚, for example, offer self-service audience data to advertisers via The Trade Desk. But not all retailers are amenable to sharing.

The Trade Desk, a major digital advertising player that runs its own programmatic ad exchange, is developing a CTV operating system (OS) named Ventura鈥攁 sign that digital advertising players with experience measuring performance and offering inventory see an opportunity in the space.

Walmart had previously relied on The Trade Desk to access CTV inventory. Now, with Vizio, it owns the supply directly, reducing dependence on external platforms. Our take: Walmart鈥檚 Vizio move isn鈥檛 just about monetization鈥攊t鈥檚 about control. By owning both the experience and the ad space, Walmart can shape the CTV environment from the moment viewers turn on the TV to the moment they make a purchase.

The Trade Desk, which operates one of the largest ad exchanges on the open web, is a clear beneficiary, but there鈥檚 ample room for competitors. 鈥淚f we compare consumer time spent on the open web versus walled gardens, it鈥檚 clear that budget allocation remains uneven,鈥� Filardo said. 鈥淢arketers have a strong appetite to invest in the open web.鈥�.

Revry cut ties with demand-side platform The Trade Desk last month, Ad Age reports. The Trade Desk prohibits the resale of ad inventory, but PrismRIOT鈥檚 value proposition lies in its proprietary data. Pursuing precision. 90% of advertisers say it鈥檚 鈥渧ery important鈥� to feature the LGBTQ+ community in advertising, up from 84% in 2021, according to a 2024 study from The Nielsen Foundation and GLAAD.

This month鈥檚 Spotify Ad Exchange (SAX) launched globally, enabling programmatic buying through integrations with The Trade Desk, Google DV360, Magnite, and others. Spotify also introduced Generative AI Ads, helping advertisers produce customizable audio spots quickly and affordably, removing barriers for smaller brands.

Familiarity with Google鈥檚 ad products could mean that advertisers choose to continue spending on its platforms even if there is a partial breakup or sell-off鈥攂ut advertiser grumblings about unfair practices and transparency issues at Google could drive interest in competing offerings from other tech giants or from comparatively smaller firms like The Trade Desk.

Scope3 CEO and co-founder Brian O鈥橩elley said Brand Standards is already integrated within The Trade Desk and Google, and Dotdash Meredith will sell the tool, per Marketing Brew. Keyword risks: Outdated or overly general keyword blocking can cause brands to miss valuable advertising opportunities.

Spotify Ad Exchange (SAX) is now live globally, following North American testing with The Trade Desk. It integrates with Google DV360, Magnite, and soon Yahoo DSP and Adform, expanding Spotify鈥檚 programmatic reach. Custom audiences are now available in Ads Manager, enabling advertisers to match their first-party data to Spotify users and build lookalike segments.