Jeff Green

Jeff Green is the co-founder and CEO of The Trade Desk (NASDAQ: TTD), the world's largest independent demand-side platform, and one of the most consequential figures in the history of programmatic advertising. Under his leadership since the company's founding in 2009, The Trade Desk has grown into a publicly traded platform generating over $1.5 billion in annual revenue, enabling the world's top agencies and brands to execute data-driven advertising across display, video, audio, connected TV, and mobile. Green's defining philosophy — that advertisers deserve transparency, control, and access to the open internet free from walled-garden distortion — has shaped not only his company's product strategy but the broader industry's direction. Green's most enduring industry contribution beyond The Trade Desk itself is the creation of Unified ID 2.0 (UID2), an open-source identity framework built to replace third-party cookies while preserving user privacy and publisher monetization at scale. Now governed by Prebid.org, UID2 reflects Green's conviction that critical internet infrastructure must be collaborative and non-proprietary. He has been among the most vocal and persistent critics of Google and Meta's closed ecosystems, arguing publicly and in regulatory contexts that their opacity harms competition, advertisers, and the health of the open web. His advocacy has influenced industry standards conversations and positioned The Trade Desk as the leading alternative to big-tech ad stacks. Prior to founding The Trade Desk, Green served as President and COO of AdECN, one of the earliest advertising exchanges, which was acquired by Microsoft in 2007. That experience gave him foundational technical and operational insight into programmatic buying and selling mechanics that directly informed The Trade Desk's architecture. A frequent keynote speaker at major industry events including CES, Cannes Lions, and IAB conferences, Green is widely regarded as both a builder and an evangelist — someone who has simultaneously constructed one of AdTech's most valuable companies while actively shaping the ecosystem's norms, standards, and future trajectory.

Last updated Jun 11, 2026 by ATDb automated enrichment