the trade desk

Day three of the Google ad tech-focused antitrust trial in Virginia was like a guided tour of arcane auction mechanics.

Is there a secret society of socialists within programmatic? Probably not. Plus, rumor has it that The Trade Desk is building its own smart TV OS.

In today’s newsletter: Google Demand Gen is the industry’s latest over-attribution controversy; data from third-party brokers might not be worth it; and The Trade Desk launches a CTV operating system.

In today’s newsletter: Amazon stands out among Upfronts CTV rookies; Google reveals how much revenue its ad tech divisions make; and women hold more marketing leadership positions than men, but churn is worse for women.

Admiral, a startup that first got its start with ad block recovery tools, announced the close of a $19 million growth equity and debt funding round on Wednesday.

In today’s newsletter: Walmart’s hottest growth drivers are ads and subscriptions; why The Trade Desk’s UID 2.0 could be regulators’ next target; and how the growth of CTV content fortresses is preventing breakout streaming hits.

The Trade Desk delivered another smash earnings report. Meanwhile, Unified ID 2.0, the open-source identity initiative, has “reached a critical mass of adoption,” CEO Jeff Green told investors.

Recent moves by major ad tech players prove the industry doesn’t actually need cookies. But Chrome’s cookie pivot doesn’t clarify what will happen to the 1% of its audience that’s already cookieless or what will become of plans to deprecate the Android Ad ID on mobile.

Athletes aren’t the only ones competing during the Paris Olympics. Advertisers are bidding to reach tens of millions of viewers during the first programmatic Olympic Games.

Yahoo may have earned itself a stay of execution with The Trade Desk. Plus, TV buyers are clinging to Nielsen for yet another upfront season.