The Trade Desk, a leading independent advertising tech firm, is not pursuing acquisitions despite its recent purchase of data firm Sincera. CEO Green emphasizes the company's preference for developing its technology in-house rather than integrating new businesses. While he acknowledges that acquisitions might sometimes be beneficial, he views them primarily as distractions. Green is optimistic about his company's core growth, particularly advocating for improvements in the programmatic advertising landscape. Additionally, he sees potential market shifts favoring adtech companies and publishers if Google's dominant position is challenged.
"Sincera isn't a big team," Green said, emphasizing The Trade Desk's focus on developing its own tech rather than integrating new businesses. Financial terms of the Sincera acquisition were not disclosed at the time of the announcement.
Despite acknowledging that acquisitions sometimes make sense, he said they're often distractions. Instead, Green is betting on the growth of The Trade Desk's core business.
Green is a critic of Google, which is both a competitor and partner to The Trade Desk. He believes if Google is forced to break up its ad exchange business, it could benefit the open internet.
Green broke down four adtech trends to watch out for in 2025, emphasizing the potential advantages for adtech companies and publishers if Google's monopoly problem escalates.
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