Why Jeff Green and The Trade Desk Are Making Agencies Nervous

The DSP Panic Chronicle: How Jeff Green Broke the Quiet Part and Amazon Broke the Budget

Agencies didn’t just spill their cold brew this quarter.

They baptized themselves in a mass pool of panic, like a caffeinated mikveh for media buyers suddenly realizing the ground under them is shifting faster than a budget meeting right before close.

Jeff Green, the long-time diplomat of DSP-land, woke up and decided to go full prophet-in-the-desert, torching Amazon, poking agencies, and insisting—straight-faced—that none of this has anything to do with competitive pressure.

Holding companies are whispering to us like they’re hiding behind a storm door

“Did he just… say that out loud?”

He did.

Loudly.

Meanwhile, Amazon is distributing free head-to-head tests, agencies are diverting spend with the elegance of a teenager sneaking out of the house, Omnicom’s bidding patterns look like someone installed a cheat code, and CTV gravity is bending the industry harder than a late-night shmuz in the beis midrash when nobody wants to lose the argument.

So here’s the deal:
One investigation.
Two parts.

All ADOTAT+.

Both chapters peel back the curtain on the DSP cold war the industry insists is “fine, everything’s fine,” while quietly sweating through its minimalist black wardrobe.

If you want to walk into Q4 planning meetings acting like you didn’t just learn everything five minutes earlier, this is the report you read before your competitors do.

If you don’t… well, enjoy being the last one to find out what’s actually happening.

Stay bold, stay curious, and know more than you did yesterday.

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Why Jeff Green and The Trade Desk Are Making Agencies Nervous

So here’s the deal:
One investigation.
Two parts.

All ADOTAT+.

Both chapters peel back the curtain on the DSP cold war the industry insists is “fine, everything’s fine,” while quietly sweating through its minimalist black wardrobe.

Subscribe to ADOTAT+ to read the rest.

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Why Jeff Green and The Trade Desk Are Making Agencies Nervous

So here’s the deal:One investigation.Two parts.All ADOTAT+.Both chapters peel back the curtain on the DSP cold war the industry insists is “fine, everything’s fine,” while quietly sweating through its minimalist black wardrobe.

Subscribe to ADOTAT+ to read the rest.

Wireframe

So here’s the deal:
One investigation.
Two parts.

All ADOTAT+.

Both chapters peel back the curtain on the DSP cold war the industry insists is “fine, everything’s fine,” while quietly sweating through its minimalist black wardrobe.