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From Open Internet Hero to Walled Garden Villain: Is The Trade Desk the New Google?
The Trade Desk is doing a masterclass in the fine art of
playing dumb, denying they're building a TV OS like a kid with crumbs all over his face denying he touched the cookie jar. But insiders—and I’m talking the ones who actually know a thing or two—say otherwise. TTD has been secretly crafting their own smart TV OS since 2019, calling it "Project Bridgewater," and teaming up with none other than Sonos to make this dream a reality.
Now, you might wonder why Sonos, the company famous for its high-end speakers, is jumping
into bed with TTD on this grand TV venture instead of going all-in on its own OS. The answer is simple: building a smart TV OS is like trying to assemble a jet engine out of Legos. It’s not just a technical minefield; it’s a political one, too. You need to schmooze your way into the hearts of streaming giants like Netflix and Disney+. As Erez Levin, Media Futurist, points out, “Netflix won’t even talk to device makers if they can’t convincingly make the case that they’re able to ship a certain
number of units.” Smaller TV makers, lacking the firepower to cut these deals, usually sidle up to Google, Amazon, or Roku to license their established platforms. It’s a bit like borrowing your big brother's tuxedo for prom; it fits, but it’s not really yours. However, this dance comes with strings attached—strict licensing terms that can make a Sonos device look more like a distant cousin of an Amazon Fire TV stick than a distinctive Sonos gadget. And don’t
forget, Sonos is still in a slap-fight with Google over patent infringement. Partnering with those guys would be like asking your archenemy to design your wedding cake. The Trade Desk swoops in like the new kid on the block who somehow knows everyone’s secrets. They’re not weighed down by
the baggage of hardware; they don’t care if your TV has a curved screen or can tell the difference between your voice and your dog’s bark. They’re happy to let Sonos have a field day with the user interface, slap their own sleek branding all over it, and design a remote that doesn’t look like it came out of the 1990s. And why not? TTD is making it rain with juicy revenue-sharing terms that put the standard offerings from Google, Amazon, and Roku to shame. As Matthew Keys points out, TTD may be
denying they’re building an OS to take on Roku, but this denial has all the authenticity of a reality TV star’s apology tour—everyone knows what’s really going on. But let's talk about what TTD really wants—data. Not just any data, but all the data. We're talking digital black gold. According to Lynne Johnson of AdMonsters, “A unified consumer profile is the holy grail of targeting,” and TTD is on a crusade to snatch that holy grail right out from under the
industry’s nose. In a world where cookies are crumbling faster than a stale biscotti and mobile IDs are evaporating like ice in July, owning the OS is like controlling the sole watering hole in a desert. It’s their chance to siphon off every single drop of first-party data, from what shows you’re binge-watching on a Tuesday night to the items you’ve been eyeing in your virtual shopping cart. By threading all this data through their Unified ID 2.0, TTD is creating a digital panopticon where they
see all, know all, and track all. And it doesn't stop there. TTD isn't just setting up shop—they’re planning to build the whole damn mall. Imagine Google’s DoubleClick, but for CTV, with TTD acting as the toll booth operator, gatekeeper, and traffic cop all rolled into one. The strategy is pretty clear: offer better economics and a platform with integrated content management (think Wurl or Amagi), slap on an identity and authentication layer (like UID2/OpenPass),
and stack it all up with a fully loaded ad tech infrastructure. They’re crafting a kingdom where they can set the rules, collect the taxes, and make sure everyone plays nicely—or not at all. It’s a blueprint straight from the Silicon Valley Machiavelli handbook. But wait, there’s more. TTD isn't just setting up an OS—they’re creating a closed ecosystem that feels suspiciously like the one Google built in the open web. Their strategy is to become the new sheriff in
town, crafting a full-stack solution akin to DoubleClick, where they control everything from content to data to pricing. Julian Savitch-Lee, a CTV and programmatic advertising specialist, notes, “TTD can drive a comparative Average Revenue Per User (ARPU) to existing reported TV OS Vendors.” In other words, they’re looking to replicate the same kind of dominance that has made Google the overlord of online advertising. As Lynne Johnson points out, The Trade Desk’s ambitions for a unified ecosystem could give it a massive advantage in the shifting landscape of digital advertising. "Retail media provides crucial data for advertisers in a world where third-party cookies are phasing out," she says. Combine that with insights from Connected TV (CTV) viewing habits, and you’ve got a data goldmine. It’s
like placing a surveillance camera in every consumer’s living room while keeping a receipt printer in their pocket. With this kind of comprehensive view of the consumer journey, The Trade Desk (TTD) is positioning itself to become the ultimate gatekeeper. This isn’t just about controlling ad delivery; it’s about TTD morphing into the middleman who owns the entire supply chain. If they succeed, they’ll have their hands on all the levers: first-party data, control
over ad inventory, and the power to dictate the rules of engagement. It’s like taking the open internet, wrapping it in a velvet rope, and charging a cover fee to get in. This strategy is eerily reminiscent of Google’s playbook with DoubleClick, where they turned their dominance in display advertising into a fortress. Only now, TTD is eyeing CTV to replicate this closed-loop ecosystem, much like an aggressive real estate developer eyeing an untouched neighborhood. The Trade Desk’s motivations for jumping into the TV OS game are clear—control and data. As ad identifiers like cookies and device IDs become endangered species, owning a TV operating system gives TTD the upper hand to embed their own Unified ID 2.0 directly into the hardware. This strategy would not only protect them from future disruptions but also ensure they have uninterrupted access to identity signals for ad targeting. It’s a clever move to avoid the fate that befell other platforms
when Apple and Google started tightening their privacy controls. By owning the platform, TTD can dictate the rules of data access, keeping itself in the driver’s seat. But that’s not the only trick up TTD’s sleeve. By integrating their OS directly into OEM hardware, TTD could access automatic content recognition (ACR) data, which tracks what’s playing on a TV screen. ACR data has become a powerful tool for advertisers looking to tie ad exposure to consumer behavior
more accurately. If TTD can control this data pipeline, they can not only offer more targeted advertising but also open up new revenue streams by licensing this data. It’s like having a VIP pass to all the best data parties while charging others to get in. Owning the OS also allows The Trade Desk to shorten the supply chain between their demand-side platform (DSP) and the inventory sources. In today’s fragmented ad ecosystem, ads often hop through several
intermediaries before landing on a viewer’s screen, adding costs, delays, and potential data manipulation. By reducing these hops, TTD can cut out the middlemen, decrease latency, and ensure more of the ad dollars stay in their pockets. This would be especially advantageous as programmatic ad buying continues to grow in live events, where milliseconds count. And let’s not forget the potential to play both sides. By requiring a share of the inventory, much like
other CTV platforms, TTD could earn revenue from both supply and demand. This would not only increase their market share but also reduce the dominance of existing giants like Roku, Amazon, and Google, who currently enjoy the lion’s share of CTV ad revenues. If The Trade Desk can convince publishers to jump on their platform with lower revenue shares initially, they could lock in an exclusive premium supply pool, tightening their grip on the market further. In
essence, The Trade Desk isn’t just building a TV OS; they’re orchestrating a grand coup to reshape the digital advertising landscape. It’s a high-stakes game where they’re holding all the cards, setting the rules, and positioning themselves as the indispensable link between advertisers, publishers, and consumers. Advertisers may be enticed by the promise of seamless, cross-platform targeting, but they’d better keep one eye open—because while they’re busy counting their short-term wins, TTD is
busy building the next walled garden, one brick at a time.
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THREE STORIES THAT YOU NEED TO KNOW in a format that isn't TL:DR summarized for the busy executive
Utiq, the European AdTech trailblazer, has teamed up with mediarithmics to redefine digital marketing by putting privacy at the forefront. This partnership empowers publishers and advertisers to target audiences with the finesse of a
sniper while upholding the strictest privacy standards imaginable. Early adopter Prisma Media is already reaping the benefits, using Utiq's secure first-party identifiers to craft highly-targeted, consent-driven ad campaigns. With a focus on seamless, cookieless targeting and a commitment to consumer privacy, Utiq and mediarithmics are not just ticking boxes—they’re reshaping the playbook for a post-cookie world. And who knew respecting privacy could still mean getting your ad in front
of the right eyeballs? Turns out, the "Netflix and chill" crowd is officially bigger than the "flip through channels" crew. A new Hub
Entertainment Research survey reveals that nearly half of viewers now head straight to their favorite streaming service—Netflix, Prime Video, Disney+, Hulu, or Max—leaving live TV in the dust. Back in 2018, live TV was still the go-to for 62% of folks, but now it’s down to a measly 38%. Netflix even ties with cable for the top spot, each winning over 26% of viewers. And with SVOD subscribers clinging tighter to their subscriptions than a kid to their Halloween candy, it looks like live TV is the
one at risk of getting ghosted. Google's August 2024 core update is like a tornado that blew through the internet, leaving some sites untouched, a few slightly repaired, and others—especially in retail—feeling like they got hit by a truck. A pesky ranking bug
early on muddied the waters, but once the dust settled, the so-called focus on rewarding "useful, original content" from smaller players seemed more like wishful thinking than reality. Health sites dodged the chaos, but if your site took a hit despite top-notch content, Google’s advice is the classic “keep calm and carry on.” Or, if that doesn't cut it, just pray for a miracle—or at least a better update next time. Meta’s holiday marketing checklist is out, and it’s basically your seasonal survival guide to keeping shoppers hooked and your ad dollars well-spent. First, get moving now—September is the new Black Friday. Create a killer gift guide to help clueless shoppers find that perfect present. Keep it fresh by mixing up your ad formats—nobody wants déjà vu on their feed. A/B test early and often to figure out what works, and if you haven’t yet, give Meta Advantage+ a whirl to
drive sales and target potential customers like a laser. Don’t forget the power of video and using messaging apps to cozy up to customers. And hey, don’t sleep on lead ads—gather that data early for retargeting when it really counts. If you need more hand-holding, there’s always Meta’s PDF for the full
rundown.
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savvy that makes the rest of us look like we’re still trying to figure out how to set up our voicemail. WATCH THIS SHOW
In this episode of The ADOTAT Show, we're cracking open the complex world of ad tech with the one and only Judy Shapiro. If you've ever wondered how the marketing and advertising industries really operate behind the scenes—especially when it comes to cookies, privacy concerns, and the shady practices of
some agencies—this episode is your backstage pass. WATCH THIS EPISODE
In this must-watch episode of The ADOTAT Show, Pesach Lattin sits down with Jon Walsh, the mastermind behind JobsinAdtech.com, to unpack over two decades of ad tech evolution. With 24 years of experience navigating the complex world of digital advertising,
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Meet Erin Hawryluk, the VP of Marketing at Cadent. This dynamo doesn’t just navigate the chaotic world of ad tech; she bulldozes through it like a wrecking ball through a Jenga tower. Balancing career and kids with the finesse of a tightrope walker
and the fire of a dragon, Erin is a force of nature. Picture a juggler at a three-ring circus, but instead of balls, she's handling spreadsheets, data, and an endless stream of strategic meetings. She’s been through it all, from ad sales to product marketing, and has enough stories to fill a best-selling thriller—or at least a very entertaining graphic novel. READ THE FULL INTERVIEW
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Simon Halstead: AdTech’s Cake-loving Oracle
In our ever stranger industry, there’s one name that stands out like a neon sign in a dystopian cityscape: Simon Halstead. This isn’t just any strategist; he’s the guru who can decode the industry’s most cryptic secrets while
sipping a latte, all while dropping truth bombs with the precision of a master marksman. Simon Halstead is the kind of guy who, when he speaks, the room listens—and for good reason. READ THE FULL INTERVIEW
Jon Bond: The Legend Who Ditched Cookies for a Weightless World. Jon Bond isn’t just a name in advertising; it’s a blazing marquee in the hall of fame of marketing mavens. This dynamo, who forged his reputation at the helm of Kirshbaum, Bond and Partners,
is now piloting the good ship Weightless through the turbulent seas of advertising, where antiquated tactics are about as useful as a pager in the age of smartphones. With the glint of a seasoned iconoclast, Jon dishes on his latest caper, "We're steering a cookie-less AI media firm," tossing a playful jab at the industry’s old guard clinging to data-tracking cookies like a lifeline. "Picture this," he quips, "you’re entering a space race, but your competition is saddled with horse and buggies
while you’ve already launched the rocket." READ THE FULL ARTICLE
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