The Trade Desk CEO Jeff Green said 2026 will mark the open internet’s strongest year yet, arguing that advances in AI and long-awaited improvements in measurement will push more brands to shift their first ad dollars away from walled gardens and toward premium web inventory.
Speaking at the CES technology conference on Wednesday, Green framed the coming year as a turning point after several years of upheaval across the advertising industry. He described 2025 as “one of the biggest game-changer years in the history of our space,” citing the U.S. Department of Justice’s monopoly ruling against Google alongside growing pressure on companies to demonstrate tangible returns from AI investments.
