Penry Price, a longtime advertising industry executive who has held top posts at LinkedIn and Google, is joining the board of directors at The Trade Desk, the world’s largest indie demand-side platform, or DSP.
Price joins the board after a barrage of high-profile exits from the company, including chief revenue officer Anders Mortensen, chief strategy officer Samantha Jacobson, chief financial officer Alex Kayyal, chief commercial officer Tim Sims, chief marketing officer Ian Colley, and board members Lise Buyer, Gokul Rajaram, and Kathryn Falberg.
The company has not publicly commented on the departures.
Price will bring deep industry expertise to The Trade Desk’s board of directors at a moment when the company has suffered not just loss of top talent but also faces growing pressure from investors; the stock is down nearly 73% since this time last year and has seen close to $60 billion in market cap erased since its high in late 2024.
Price is cofounder of 37Arc, a recently formed workflow intelligence company focused on modernizing marketing. His previous roles include vice president of marketing solutions at LinkedIn, president of predictive audience targeting firm Dstillery, and global vice president of agency sales and partnership at Google. At Google, Price was a key decision-maker in the tech giant’s historic $3.1 billion acquisition of DoubleClick.
“Penry has dedicated his career to serving marketers. Through every major shift this industry has faced, he has delivered for them at scale across some of the world’s largest ad platforms,” The Trade Desk’s CEO Jeff Green said in a press release Monday. “He shares our conviction that technology has to serve the marketer first and that putting marketers first is good business.”
In a LinkedIn post publicizing Price’s appointment, Green said he’s “confident that TTD now has one of the best boards in ad tech history.”
“The Trade Desk has built the infrastructure that gives marketers real ownership over their advertising,” Price said in the press release. He said that “the open internet is more critical than ever for advertisers as AI reshapes this industry,” and expressed his excitement to help lead The Trade Desk’s efforts to support the open web. Price did not respond to ADWEEK’s request for comment by press time.
The Trade Desk declined to comment further.
