Founder & CEO at The Trade Desk
Ventura, California, United States
57K followers
500+ connections
57K followers
500+ connections
About
Experienced Chief Executive Officer (public and private) with a demonstrated history of working in the internet and TV industry.
Articles by Jeff
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Kindred: A Series on Connection
Kindred: A Series on Connection
Both my style of leadership and view of the world are the same – I want to connect with people in powerful ways, and on…
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Four qualities great leaders have in common
Four qualities great leaders have in common
At The Trade Desk, our greatest asset is our people. I believe contributions can be made at any level, from all kinds…
9 Comments
Activity
57K followers
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Jeff Green shared thisTTD’s role is to be a challenger and upgrade the status quo. I said at POSSIBLE in Miami on Tuesday to Michael Kassan: "We are competing with the Googles, the Amazons, the Apples, the Facebooks of the world--Trillion-dollar companies--often hundreds of times bigger than us in every way. So yes, we are absolutely still a challenger, and we have to remember that's who we are." Michael is one of the true legends of this industry. Someone who has seen every chapter of this story and has as many stories about this business as anyone i've ever met. Michael is a connector. I have always been a Challenger. TTD has always been a challenger. We are a challenger, and that sometimes creates conflict, but all great change and upgrades require both a challenger and some amount of friction with the system. And a better advertising ecosystem means a better open internet...and that's worth fighting for.
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Jeff Green shared thisI remember pitching Intel Capital when i was raising money for one of my early companies, AdECN. At the time, they were wrestling with something i found fascinating. Are we here to be the best venture capitalists or are we here to invest in companies that make our core vision real? At The Trade Desk, we've always known our answer. we're here to make the ecosystem better and that’s why we built TD7. TD7 is the venture arm of TTD, where we back early-stage companies building toward the same future we are. The open internet is powered by 1000s of companies, many of them early stage and many needing investment – but they are building things that can make the ecosystem genuinely better. Hightouch is doing exactly that and is using gen AI to help marketers create and manage campaigns more efficiently for brands and agencies who need it most. Today they announced a $150M Series D at a $2.75B valuation, and TD7 is proud to invest in a more open future alongside ICONIQ, Sapphire Ventures, and Y Combinator. i believe agentic AI is better suited for programmatic advertising than any other field and Hightouch is building proof of that vision. https://lnkd.in/gjSn797aGoldman Sachs and Bain Lead Investment in AI Marketing StartupGoldman Sachs and Bain Lead Investment in AI Marketing Startup
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Jeff Green shared thisGlad to announce a new partnership with Stagwell as the first agency participant in The Trade Desk's new Koa Agents offering. The complexity of programmatic has been a hindrance to adopting a better way of transacting. While programmatic advertising is one of the most effective ways for big brands to grow, the scale of millions of transactions per second, combined with fragmented supply and data across buyers, has made it hard to transact. The learning curve has been high. But our vision has stayed the same: Man and Machine together will take us to the next level. However, innovation is accelerating our industry. There is no industry that will benefit more from agentic AI than advertising. Our announcement yesterday with Stagwell represents a few very significant things: 1. We’re powering the agencies of the future. 2. The agencies of the future are embracing AI and are powered by the only scaled, objective DSP—The Trade Desk. 3. Agentic is not just about leveraging MCP basics to set up campaigns. 4. We’re increasingly focused on powering the advertising companies of the future (those who make things more efficient, not those who exploit inefficiencies). This is the first of many similar agentic partnership announcements. We’re proud for the first to be with Stagwell. Thank you to Mark Penn and Slavi S. for starting the next chapter of our great partnership.
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Jeff Green reposted thisAdAlliance. SevenOne. Netflix. Axel Springer. Spotify. Ströer. The Trade Desk. Auf einer Bühne. Mit einer Botschaft: Das Open Internet ist stärker und wirkungsvoller denn je.Jeff Green reposted thisEine Premiere. Sechs Publisher. 200 Entscheider. Ein Tag. Gestern auf dem The Trade Desk #openinternetsummit haben wir gemeinsam mit führenden Köpfen der Branche die Weichen für ein stabiles digitales Ökosystem gestellt. Was bleibt? 1. Das Open Internet ist das Fundament für resilientes und verantwortungsvolles Wachstum. 2. Qualität ist der Wachstumstreiber für Markenwert – kein moralisches Argument, sondern ein kommerzielles. 3. Datenintegrität schafft Entscheidungssicherheit – transparente Messbarkeit als Katalysator für Budget-Effizienz. Die zentrale Erkenntnis: Wer konsequent auf hochwertige Umfelder und Datenintegrität setzt, gewinnt Entscheidungssicherheit bei jeder Investition. Ein herzliches Dankeschön an unsere Partner Ad Alliance, Media Impact, Netflix, Seven.One Entertainment Group, Spotify und Ströer SE & Co. KGaA sowie an alle Teilnehmenden für den intensiven Austausch. Gemeinsam stärken wir die Zukunftsfähigkeit des offenen Internets. Einen besonderen Dank an alle Speaker, Partner und Gäste. Und an das Team, das diesen Tag ermöglicht hat. Susanne Aigner, Abdelkader Barjiji, Robert Blanck, Daniel Boschmann, Benedikt Faerber, Lukas Fassbender, Verena Gründel, Lennart Harendza, Jonathan Hauffe, Andreas Heintze, Carolin Heise, Lena-Marie Hesse, Moritz Hoffmann, Manfred Kluge, Nicola Mach, Lars-Eric Mann, Anja Martensen, Jannis Poestges, Uwe Roschmann, Robin Schulze, Sarah Standke, Bradd Tipler, Jan Vorndamm, Frank Vogel, Heinrich Von Hoessle, Christopher Wittich #thetradedesk #openinternetsummit #openbydesign
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Jeff Green shared thisJust recorded a video interview and podcast with Stanford University Graduate School of Business. Jeremy Tepper and Ben Horwitz started an amazing new series called Briefcase. I really love forums where we get to think retrospectively about what made us successful. There are so many things that had to go right to go from zero to a company worth tens of billions. A couple include: - align your interests with your clients. we aligned with buyers 16 years ago, and we’ve stuck with it. - we hired very carefully and make every employee an owner. we don’t have to say “act like an owner” very often, because everyone is. - make the ecosystem better. win/wins are the only way to build sustainable businesses. These conversations always bring me back to the why behind TTD — why we do what we do and why it matters. I’m so excited for this to come out next month.
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Jeff Green shared thisOnward! we've got so much work to do! I feel so lucky to work with so many talented people. Welcome aboard Henry!Jeff Green shared thisI'm excited to share that I'm joining The Trade Desk as GM of Product. This feels less like changing missions and more like continuing one I've been on for more than a decade. From my time at AppNexus to Index Exchange, I've been fortunate to work with companies — and co-founders — who believe deeply in a thriving open internet: one where innovation, competition, and great content can flourish outside of walled gardens. That mission feels more important than ever. AI is reshaping how media is discovered, bought, and measured — it will also determine which parts of the internet thrive. When I look across the landscape, I believe the open internet has an incredible opportunity not just to compete, but to win in this next era. And I believe The Trade Desk is uniquely positioned to help make that happen. Part of it comes down to scale. To move an ecosystem this large, you have to operate at enormous scale — something only a handful of companies outside the largest tech platforms can do. But scale alone isn't enough. In an AI-driven world, trust matters more than data itself — and the partners worth trusting are the ones who do the right thing even when it's commercially inconvenient. That kind of trust compounds. The Trade Desk has spent more than a decade building that foundation, and AI will only accelerate what it makes possible. Jeff Green recently wrote about why he made a significant personal investment in The Trade Desk. If you're curious about the thesis behind the open internet's next chapter, it's worth a read. And ultimately, all of that comes down to people. Over the years working alongside The Trade Desk team as partners in the industry, I've consistently been struck by the quality of the people — thoughtful, principled, and relentlessly focused on helping their clients succeed. Getting to know Jeff and the team more deeply through this process only reinforced that impression. On a personal note, I'm especially excited to be reuniting with Mike O'Sullivan, Andrew Eifler, and Rob Hazan — leaders I've worked alongside and learned from at different points in my career. There's a certain energy when people you respect start gravitating toward the same mission. That energy is real at The Trade Desk right now, and we're just getting started. Before this next chapter, I also want to say how grateful I am for my time at Index Exchange. It's a special company with an exceptional team, and the experience shaped me both professionally and personally. I'll always be cheering them on. I've built my career in ad tech — and looking at what's ahead, I can't think of a more exciting place to build. Onward 🚀
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Jeff Green shared thisThis is one example of the many positive surprises that have come out of a few negative surprises this week. I’m so grateful for our clients, our partners, and our team. Over the last 16 years, trust and vision have been foundational to our success, and we will continue to nourish and protect both.Jeff Green shared thisMy POV on The Trade Desk : I’m sharing this as an unbiased participant. I don’t own any stock, at least not anymore. There’s been a lot of negative press and mudslinging around this organization, but here’s another perspective. We’ve worked closely with The Trade Desk for years, and it hasn’t always been a great experience. A few years ago, I would have described them as a closed ecosystem that was tough to navigate and even tougher to work with. They pushed us hard to earn a place on OpenPath and getting meaningful support was not easy. Fast forward to today, and they’ve made a significant shift. They are actively pushing to clean up the ecosystem and, in the process, forcing companies like Playwire to raise our standards. A rising tide lifts all ships, and they are clearly leaning into that philosophy. To gain access to their direct connections, we had to overhaul how we operate. That meant Playwire made decisions to part ways with publishers who did not meet strict content standards we rolled out and focused heavily on (QPT) Quality, Perfomance and Transparncy, (Chris Kane also played a big part of the clean up as well) for that I am thankful. It was not easy, but it made us better which is why Playwire and all our publishers stand firmly behind QPT and will continue to beat that drum. The Trade Desk have also become far more collaborative. We now see real partnership, with a shared focus on creating better opportunities and delivering stronger outcomes for both publishers and advertisers. The bottom line is simple. This industry needs to clean itself up. That process is not going to be comfortable. Sometimes you have to break things to fix them. I was not in the room for the recent allegations, so I am not going to speculate. But from where I sit, the long term benefits of what they are pushing outweigh the current wave of negative press. Stay the course. Hold everyone accountable. The ecosystem will be better for it. Just my two cents.
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Jeff Green posted thisA very close family member (a school teacher who has a lot of her net worth invested in the Trade Desk) and doesn’t live in AdTech, asked me a very important question yesterday: Why are you and The Trade Desk the focus of so much discussion and seemingly a target for negativity? My answer: From the public Prebid conflict last year to the unnecessary public dispute with a few people at Publicis this week, the core issue is the same across all of them, and this is an important nuance that I believe is not well understood: There are thousands of companies around the world that sit between advertisers and publishers. Innovation, accelerated by AI, is making the supply chain between those advertisers and publishers much more efficient. This is a problem for many of those companies (likely more than half of them) that sit between advertisers and publishers who have built their business profiting on current inefficiencies. Bottom-line: Some make a living on inefficiencies. Some make a living driving efficiencies. At TTD we have always focused on aligning with those in the middle, trying to make it better, and pushing for more efficiency, transparency and competition. As any industry digitizes, efficiency is inevitable, and I’ve never once doubted our approach. No less now. Our business model has been the same for 16 years. We want to see agencies do well. Together, we need to make the supply chain more efficient in order for the Open Internet and premium content to continue to thrive.
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Jeff Green posted thisWhen Dave Pickles and I started TTD, we wanted to create a platform that was more transparent and more aligned with buyers. We wanted to create closer alignment with brands and agencies. We were one of the few DSPs that didn’t focus on disintermediating the agencies. I stand by our choice to partner with agencies. I stand by our choice to be transparent, even though I think we at times have been too open (as I shared at Marketecture Media last week). Over the last year or two, things have gotten much harder for agencies. Lately it seems that there are those who want to wave the flag of transparency publicly, but run from it in practice as they arbitrage in the inefficiencies of programmatic. Or in the most ironic programmatic practice, principal-based buying. (More on this next week. I know…I’m such a tease.) It bothers me when leaders of non-transparent business models are critical of those of us who are setting the bar—especially when they advocate for moving dollars to more opaque platforms and transaction methods. As Terence Kawaja said to me last week as we sat backstage at Marketecture, the long arc of programmatic, like any market, will inevitably bend toward efficiency and competition. Those who succeed will be those who embrace transparency and offer clients competitive, objective value. Thankfully, almost all of our clients, including the world’s largest brands and agencies, share this point of view. TTD has not “failed" any audit ever. Ruben Schreurs, CEO of Ebiquity plc, assured me today that he was unaware (until after published) that his firm would be quoted or used in any articles about TTD. Relatedly, we will not disclose the bills of all of our clients and partners to one of them simply because they assert ambiguous audit rights. Working with our clients, we always welcome objective and rigorous analysis of our processes, fees, and the value we deliver for clients.
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Jeff Green reacted on thisJeff Green reacted on thisI applaud Jeff Green bravely saying the quiet part out loud: “Our commitment—and the way we operate in the ecosystem—hasn’t changed. We’re trying to be as efficient as possible and as open as we possibly can, and we think that ultimately serves brands well. That can get in the way of agency business models that are dependent on being less transparent.” Jeff Green, co-founder and CEO, The Trade Desk 👏👏👏 #POSSIBLE2026 https://lnkd.in/eQ6YNY6nThe Trade Desk’s Jeff Green on agency friction, fee pressure and what comes nextThe Trade Desk’s Jeff Green on agency friction, fee pressure and what comes next
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Jeff Green liked thisJeff Green liked thisOur founder and CEO, Jeff Green, once said, "Consumers aren’t static, they’re constantly signalling intent.” And that really stuck with me. Every time I’m about to buy something, I find myself comparing prices across platforms - reading reviews, going back and forth, maybe even adding it to cart and not always buying in that moment. Sometimes I come back to it days later. Sometimes I don’t. But for a brand, every step in that journey is a signal. This is exactly why audience strategy needs to evolve. The opportunity isn’t just to reach people - it’s to connect with them at the right moment. That’s where retail data is starting to make a real difference: - Finding next best customers based on real purchase behaviour - Moving beyond broad cohorts to intent signals - Scaling while still staying relevant In a market like India, this becomes even more important. Journeys aren’t linear - discovery, research, and purchase happen across platforms, and often still end offline. If we’re not connecting those signals, we’re still planning on assumptions. For me, the shift is simple: less assumption, more intent. If you’re thinking about how to connect with high-value audiences, this is a good read from The Trade Desk: https://lnkd.in/dZ9rhhqM
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Jeff Green reacted on thisJeff Green reacted on thisOutcomes-driven media sounds good. Building for it is harder. On May 7, I’ll be opening OpenForum with Esther Benzie, MBA, ICD.D, President and CEO of the CMA, and Sonia Carreno, President of IAB Canada. Two of the most important voices in Canadian marketing and media, and not ones to avoid the uncomfortable parts of where this industry needs to go. We’ll get into what the shift toward outcomes-driven media actually requires of Canadian marketers, where the industry is doing it well, and where there is still real work to do. If you want in, send me a note or connect with The Trade Desk team. #CanadianMedia #MediaStrategy #DigitalAdvertising
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Jeff Green reacted on thisJeff Green reacted on thisEveryone’s talking about cleaning up the supply chain right now. But this quote from Jeff Green stuck with me: “We all have to have more conversations about value instead of price and cost.” And honestly… it feels like we’ve gone the opposite direction. The industry’s been in a bit of a race to the bottom the last few years. Lower fees, cheaper CPMs, fewer partners. All good things in theory but when that becomes the only focus, you start to lose the plot a bit. At some point, cheaper just becomes… cheaper. Not better. Not more effective. Just less expensive And you see it play out: everything starts to look the same, differentiation disappears, and performance kind of flattens out. Feels like we’re at a point now where the question is shifting back to: what actual value is being created? Not what did it cost, but what did it do That’s a harder conversation, but probably the one that matters more right now.
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Jeff Green reacted on thisJeff Green reacted on thisBig day. Big ideas. Yesterday at our OpenHouse at POSSIBLE, our Founder and CEO Jeff Green sat down with Axios reporter Sara Fischer to unpack the forces reshaping the digital media economy — from AI’s impact on content and monetization to what it takes for companies to maintain control and competitive advantage in a shifting landscape. We then heard from leaders at Unilever, WPP Unite, and Walmart Connect on how CTV and retail media are converging to turn streaming attention into real business outcomes. Walmart's activation with VIZIO showed how programmatic retail audiences can drive incremental reach and connect brand storytelling to measurable impact. The The Female Quotient's session on the loyalty economy with our own Taylor Ash explored what brands can learn from sports fandom — how shared values, rituals, and community behaviors create some of the strongest forms of cultural loyalty, and how marketers can show up authentically in those spaces. We ended the day so inspired by the conversations that were had and we are looking forward to another full day of insights and collaboration today. #POSSIBLE2026
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Jeff Green reacted on thisJeff Green reacted on thisSo proud to announce that Hightouch has raised a $150M Series D, led by Goldman Sachs and Bain Capital Ventures (BCV), valuing the company at $2.75B The funding is not about the money. It's about the vote of confidence that our customers, our partners, our team, and our investors have put in us and in our business - to reinvent marketing with AI We started as a company that builds data pipelines. Then we made data accesible to marketers self serve. Now, we're giving marketers the ability to generate on brand creative for their ads and emails, and to orchestrate all of their campaigns intelligently with AI With the funding - we'll keep doing what we do best - listening to customers, and building Everyone asks "how does it feel?" - I feel nothing but ready to roll up my sleeves and work hard for the 400 people who have trusted Tejas, Josh, and I with their livelihoods and their careers L F G 🚀 🙏
Experience
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Founder and Owner
King of Search.com
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VP Operations and Marketing
eBound / Nami
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Director of Operations
411 Web Interactive
Education
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Various
Undergrad English, Accounting, Business
Skills
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