Green framed a potential spinoff as a “chess move” for Google’s board and CEO Sundar Pichai—not just a regulatory aftershock. A breakup could spark much-needed competition and finally allow SSPs to deliver real yield management for publishers, Green said.
Spotify will embrace programmatic advertising
Green sees Spotify’s full embrace of the open internet as a pivotal moment for audio advertising.
Thanks to generative AI’s ability to streamline ad creation, creating audio ads will accelerate.
“Audio might be the most on-sale part of the open internet,” he said. He expects to see a huge uptick in programmatic audio as Spotify opens up more inventory.
Streaming will go more programmatic
Green expects streaming TV to continue growing as content owners push for more profitability and ad loads increase. He sees a greater role for programmatic and biddable inventory in streaming, especially for high-value categories like sports, where auction-based pricing could drive higher ad prices.
“There’s still lots of room for us to grow to make things biddable,” he said. “That will have a huge impact on some of the most expensive content in CTV, which is sports, where biddable is really suited to improve the entire sports experience.”
The Trade Desk is also building a smart TV operating system called Ventura.
Streaming makes up half of The Trade Desk’s business, but Green also sees opportunities in retail media and display advertising—even as display faces challenges.
“Honestly, it’s not that important to me,” Green said when asked if the company’s mix would remain 50-50. “We want to go where there are growth opportunities and where there’s efficacy.”
