"I've always said The Trade Desk managed to win in an unfair market — imagine what we could do in a fair market." Since its founding in 2009, The Trade Desk — which operates a demand-side platform for advertisers and ad agencies — has grown into an adtech juggernaut. Having debuted on the Nasdaq in 2016, the California-based adtech company now has a market capitalization of almost $50 billion. In it, Google named-checked The Trade Desk as one of those alternative players in the ad market. Green said he found the comparison flattering when Sundar Pichai, in 2022, named TikTok and The Trade Desk as its competitors.

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Persons: —, Jeff Green, Green, I've, Sundar Pichai, David, Goliath, Jed Dederick Organizations: Service, US Department of Justice, Google, Business, ExchangeWire's ATS, Trade, US Department of, DOJ, Meta, YouTube, Publishers, CMA, UK's, Markets Authority, Nasdaq, London Locations: London, California, Virginia