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The Trade Desk

The Trade Desk

The largest independent demand-side platform. Built a business on the explicit promise of not competing with its customers — the anti-walled-garden — and is now betting the company on UID2 as the open internet's answer to cookie deprecation and identity.

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strategy Deep dive

The Trade Desk's Bet Against the Walled Gardens

TTD's whole pitch is that it owns no media and competes with no one. That neutrality is its growth engine, and UID2 is the bet that the open web can answer Google's identity layer.