Hosted by two ad industry renegades, this is where the buy side and sell side drop the jargon and get real.Come with what you always wanted to know about the other side — stay to see what happens when innovators come together. Fridays. Noon ET.

In a can't-miss episode of AdTech AdTalk, hosts Adam Heimlich and Gareth Glaser are joined by a very special guest: Jeff Green, the founder and CEO of The Trade Desk (TTD).Jeff dives deep into the strategy behind The Trade Desk's recent moves, explaining why the ad tech ecosystem has been dominated by a strategy to "Duplicate, Obfuscate, and Sometimes Lie." He provides a masterclass on the history of ad tech, from Google's DFP monopoly and the advent of header bidding to the current state of the industry.This discussion is essential viewing for anyone in digital advertising, as Jeff unpacks the motivation behind OpenAds, The Trade Desk's vision for a fair and efficient open internet, and how it aims to create a healthier ecosystem for publishers, advertisers, and agencies alike.0:00 Intro & Welcoming Jeff Green2:11 Why Jeff Green Chose AdTech AdTalk3:30 What is OpenAds?4:15 The History of Google's Ad Monopoly (DFP)8:07 The "Duplicate, Obfuscate, and Sometimes Lie" Strategy10:14 Google's Tactics & The Pre-bid Spec Change12:11 The Goal of OpenAds: A Fair Auction for a Healthier Ecosystem14:24 Exchange vs. SSP: Flipping Houses vs. Representing Publishers20:22 Why The Trade Desk is Acting Alone24:08 Winning Over Skeptical Publishers27:18 Fifth Avenue vs. Canal Street: Rebalancing the Open Internet28:42 Conspiracy Theory: Is The Trade Desk the New Google?32:59 Can Competitors Bid into OpenAds?38:34 OpenPath: The "Stalking Horse" & "Canary in the Coal Mine" Explained40:07 How The Trade Desk Wins in a Fair Ecosystem42:10 The Future of Competition & Collaboration (TTD & Chalice)45:07 OpenAds for Publishers: What Does the End State Look Like?47:23 Audience Q&A Begins47:47 How Will TTD Compete on Price with Amazon DSP?50:25 Will DSPs Integrate with LLMs like OpenAI?52:30 Agency Transparency, Rebates, and the Future58:10 Jeff Green's Final Thoughts: The Future of the Open Internet is Efficiency1:00:57 The Path Forward: Better Information & More Competition#AdTech #TheTradeDesk #JeffGreen #DigitalAdvertising #Programmatic #OpenInternet #Marketing #Advertising #TTD

Welcome to the AdTech AdTalk show! This week, hosts Adam Heimlich and Gareth Glaser dive into the "Peak of Bullsh*t" in the ad tech world.The episode kicks off with a deep dive into the ongoing Google antitrust trial, focusing on the controversial testimony from a WikiHow publisher. Is she pro-Google, or just exhausted by the constant uncertainty and potential disruption to her business? Adam and Gareth break down the technical implications of a potential Google divestiture, debating whether forcing all demand through Prebid would simplify or complicate life for publishers.The conversation then shifts to the explosive news that kept Gareth up all night: The Trade Desk's decision to fork Prebid. The hosts analyze the breakdown in communication, the "war on yield" fears from publishers, and the deep-seated cynicism preventing the industry from moving forward. They explore TTD's new PubDesk tool and question whether more transparency will actually lead to more money for publishers or if it's just another way for a middleman to capture margin.Packed with insights on industry politics, technical details, and a healthy dose of rage against the machine, this episode tackles the fundamental question: can the open web be saved, or are we stuck in a cycle of self-interest and over-complication?Tune in for a fiery discussion and get ready for next week's special episode with Jeff Green of The Trade Desk!0:00 - Intro0:35 - Welcome & DataBricks Sponsor Shoutout2:19 - Google Antitrust Trial: The Publisher's Perspective3:46 - Pro-Google or Just Tired of Constant Change?5:25 - Technicals of a Google Divestiture: GAM, AdSense & Prebid8:02 - Is a Better Ecosystem Worth the Short-Term Pain?9:46 - Is Google's Ad Stack "Too Big to Fail"?11:11 - Peak of Bullsh*t: Google's First-Party Data Claims12:48 - DOJ Politics and Google's Settlement with Trump14:48 - The Trade Desk vs. Prebid: Is Prebid Poorly Governed?16:51 - A Brief History of Prebid's Origins22:13 - Q&A: TTD's Transaction ID vs. Raptive's25:21 - What is The Trade Desk's New "PubDesk" Tool?26:23 - Why Are Publishers Mad at The Trade Desk?28:54 - Industry Cynicism & The Breakdown in Communication31:54 - Q&A: PubDesk Availability34:17 - Does More Information Lead to More Revenue?37:45 - Revisiting the Question: Is the Open Web Beyond Saving?39:12 - Will The Trade Desk's Prebid Fork Actually Work?43:52 - Adam's Rage Against "Middleman Overcompromises"46:07 - AdTech News Roundup46:12 - Meta to Use Chatbot Conversations for Ad Targeting51:44 - Podcast Ad Spend to Surpass $3 Billion in 202553:20 - Wrap-up & Teaser for Next Week with Jeff Green

0:00 Intro & Adam's Stressful Week 6:40 Special Guest Introduction: Gio Sollazzo of Aidem Ads10:50 Aidem Ads Platform Deep Dive27:00 Gareth's ID-Bridging Conspiracy Theory37:00 Google Remedies Trial48:00 Headlines of the Week48:30 IAS Acquired by PE Firm Novacap for $1.9B54:30 OpenAI Looks to Build In-House Ad Infrastructure

YEAH YOU KNOW ME!0:00 Intro and Gareth "Old Yellering" TIDs12:30 The Future of Ad Tech and Rising Above the "Doom and Gloom"32:00 Agent-Based Content37:00 MCP's40:40 AI + OOH Advertising45:45 Headlines of the Week!46:20 Rembrand x Spaceback Merger49:15 Magnite Acquires streamr.ai53:30 TTD Sunsets Periodic Table UI

Gareth hosts former Goodway Group CEO, Jay Friedman.1:40 – Introducing Jay – the outcomes OG6:20 – Demand creation, harvesting, and measurement16:30 – What’s real?25:26 – How does AI connect strategy and execution?43:26 - TID Drama reality check

0:00 Special Guest Intro: Jana Meron of Lioness4:00 Jana's Google Experience, "The Trial", and Everything in Between15:10 Jana's Business Insider Tenure23:45 Are Advertisers Really the Devil?29:00 The Influencer Effect37:00 Fees, Fees, Fees40:00 Lioness: Startup Progress47:00 The Philosophies of Hiring the Right Seller

Featuring a special surprise appearance by Sincera founder Mike O'Sullivan.

The boys talk markets, markups, and potential regulation.

0:00 Intro, "Yield" by Ari Paparo, and Gareth's Dramatic Morning6:00 Special Guest Reveal: Justin Wohl of Aditude17:00 Open Path Deep Dive29:00 ID-Bridging and Trust Issues in the Ad Tech Ecosystem39:00 Gareth Breaks Down the Latest Jounce Report42:00 Contextualization: Application or Infrastructure?55:00 Vibe Coding and Justin's Pod Feedback

0:00 Intro, Gareth's Viral Tweet, and "Jeans Parties"5:00 Prebid Server, Snowflake, and Modularization10:00 Gareth's Fundraising and Pitch Updates18:00 Publishers and Their 1P Data26:50 "Post-Taxonomy World"35:00 Open Web vs the Big Guys42:00 Viewability's Advantages and Disadvantages45:00 Quality Companies Hate Pubs?48:00 Resellers: What to Look Out For