The Trade Desk is one of the biggest public ad-tech companies and an increasing threat to Google as it faces antitrust concerns about running an advertising business for both publishers and advertisers.
| |  | The Trade Desk is one of the biggest public ad-tech companies and an increasing threat to Google as it faces antitrust concerns about running an advertising business for both publishers and advertisers.
For a profile, we talked to its CEO Jeff Green about how he grew The Trade Desk into an ad-tech juggernaut — and why his firm has the best chance of taking on Google's programmatic business.
Green also revealed how he's trying to set the ad industry standard for ad targeting with a new product.
Taking on Google and trying to set an industry standard comes at certain costs, though.
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