Jeff Green

Jeff Green is the Co-Founder and CEO of The Trade Desk, the world's largest independent demand-side platform (DSP), and one of the most consequential figures in modern advertising technology. Since founding the company in 2009, Green has transformed it into a publicly traded powerhouse (NASDAQ: TTD) with over $1.5 billion in annual revenue, serving the world's leading agencies and brands with programmatic advertising technology spanning display, video, audio, connected TV, and mobile. His relentless advocacy for the open internet, transparency, and advertiser empowerment has made him a defining voice in the industry's ongoing battles over identity, data ownership, and the dominance of walled gardens. Green's most significant industry contribution beyond The Trade Desk itself is the creation of Unified ID 2.0 (UID2), an open-source identity framework designed to replace third-party cookies while maintaining user privacy and publisher monetization. UID2 has been adopted broadly across the ecosystem and is now governed by Prebid.org, reflecting Green's philosophy that the open internet requires collaborative, non-proprietary infrastructure. He has been a consistent and vocal critic of closed ecosystems — particularly Google and Meta — arguing that their opacity undermines fair competition and advertiser value. Prior to founding The Trade Desk, Green served as President and COO of AdECN, an early advertising exchange that was acquired by Microsoft in 2007, giving him foundational experience in the mechanics of programmatic buying and selling. His combination of technical depth, business acumen, and industry evangelism has earned him recognition as one of AdTech's most influential operators and thought leaders. Green is a frequent keynote speaker at major industry events and has shaped regulatory and industry conversations around privacy, identity resolution, and the future of connected TV advertising.

• Bachelor's Degree, Brigham Young University

• Co-founded The Trade Desk in 2009 and led its IPO on NASDAQ in 2016, one of the most successful AdTech public offerings in history
• Created Unified ID 2.0 (UID2), an open-source identity solution now adopted across hundreds of publishers, platforms, and data providers
• Grew The Trade Desk to over $1.5 billion in annual revenue as an independent, non-walled-garden platform
• Led the sale of AdECN to Microsoft in 2007, one of the early significant AdTech acquisitions

• Various op-eds and thought leadership pieces in AdExchanger, Adweek, and Ad Age on identity, privacy, and the open internet