Green doesn’t expect owning Adbrain to affect the company’s cross-device partnerships.
“I still expect a lot of growth from partners like Oracle, LiveRamp and Drawbridge on our platform, and this will just make those cross-device extensions more effective,” he said.
For Tapad, a seller in The Trade Desk’s cross-device market, “overall, we see it as a positive development that The Trade Desk moves to give an independent alternative to walled gardens,” CEO Sigvart Voss Eriksen told AdExchanger in an email.
Ad tech companies’ ability to apply deterministic data online gets to the heart of the commanding position held by walled gardens in digital media.
The Adbrain acquisition is “not just about solving a general cross-device problem,” Green said. “It’s about solving a problem across all programmatic media, inside or outside walled gardens.”
The average US consumer, for instance, owns three or four identifiable devices, like smartphones, tablets or computers, he said. For big brands in particular, which tend to have bigger campaigns spread across more media channels, “understanding when you’re talking to the same person or device even as that user goes from The New York Times app to Spotify, and then later on the web, say, is a major focus right now outside of walled gardens.”
Owning a proprietary data set “will enhance that story we can tell to our standard customer, which are the agencies working with those brands that are frankly suffering the most from the impacts of walled gardens,” Green said. “It’s something agencies increasingly want and expect from their non-walled-garden ad platforms.”