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So This is Fascinating and I am very pleased. This week I posted that we needed responsibility to come back into programmatic. Because otherwise everyone blames others and we end up with a polluted ecosystem (fraud, bad content, MFA, hate etc). I have been talking about this in different ways for years. We need some level of walls to keep out the bad actors. We need some level of responsibility to maintain standards. Its clear that TTD and Jeff Green agree. This is at the nub of the push to the premium internet. With TTD taking some level of responsibility for what happens on their platform. Its also worth saying that the easy option is to do nothing. Many platforms make millions out of poor content in the short term. We need more action like this for the long term. For thats the point. This is not altruistic but acting to secure the long term viability of the channel.
The Trade Desk's recent earnings report higlighted its shift in focus from the "open internet" to the rebranded "premium internet." With CEO, Jeff Green, emphasising the distinction between the two. The company has traditionally positioned itself as a champion of the open internet, but now it’s drawing a distinction between spammy content on the open web and high-quality content it wants to offer advertisers. Green noted that there is growing awareness about the role of walled gardens in distributing low-grade advertising inventory and the brand suitability risk of user-generated content. Is he right to highlight the ad-to-content ratio across walled gardens being "through the roof" and brand safety concerns around user generated content? You bet he is…. But not all walled gardens are the same and certainly it’s hard to argue the open web doesn’t have its own set of problems. The Trade Desk's focus on the premium internet aims to differentiate high-quality content from low-quality content and provide advertisers with more effective and safer ads, with The Trade Desk repositioning itself as a champion of high-quality, which is absolutely the right path to be taking in my view. https://lnkd.in/ejYcSYdB
Saving the Open Web narrative helped TTD all this while, now there is a realisation that only Premium Internet can be saved. For an average consumer there is only one internet and that is going to be a bunch of walled gardens. I am sure this will significantly shrink the addressable market for TTD, which is why he has played it safe to say, that there are going to headwinds in the future.