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# Analysts say Trade Desk’s open-web faith is out of step with advertisers
- URL: https://www.medianexis.com/analysts-say-trade-desks-open-web-faith-is-out-of-step-with-advertisers/
- Published: 2026-09-11T00:18:45.000Z
- Updated: 2026-09-11T00:18:46.000Z
- Description: Trade Desk CEO Jeff Green has long insisted marketers will inevitably shift budgets from walled gardens to the open internet.
- Author: Fabric.Media Editorial
- Tags: Ad-tech, Mike Shields, The Trade Desk lays off 15% of staff

**Why it matters.** If marketers optimize purely for performance and price, Trade Desk loses the ideological argument it has used to court budgets away from Google, Meta and Amazon.

*Signal from* [*Next in Media*](https://mikeshields.substack.com/) *·* [*Mike Shields*](https://www.medianexis.com/tag/by-mike-shields/) *·* [*read the original*](https://mikeshields.substack.com/p/the-trade-desks-ongoing-follies)*.*