Tradedesk
The Trade Desk runs auctions for 12 million ad impressions per second and keeps 20 cents on the dollar. Its edge over Google: it owns no media and represents only buyers. Neutrality became its most valuable feature.
Jeff Green built the Trade Desk on one bet. The buy side of advertising would separate from the sell side. Traditionally, the same company that created an ad also decided where it ran. Green argued that buying media was a technology problem, not a creative problem, and deserved its own platform. The Trade Desk launched in 2012 as a demand side platform. Advertisers used it to buy digital advertising across websites, apps, connected TVs, and audio in real time. The platform processed 12 million impressions per second. Advertisers set budgets and targeting. The algorithms decided which impressions to buy, all in milliseconds. Revenue grew from $112 million in 2016 to nearly $2 billion in 2023.
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