The Trade Desk: AI Disruption
Former VP of Digital Media & Entertainment at IDC
inpractise.com/articles/the-trade-desk-ai-disruption-walled-gardens-and-the-future-of-programmatic-advertising
Former VP of Digital Media & Entertainment at IDC
Interview Transcript
This is a snippet of the transcript, sign up to read more.
Let's parse out the major headwinds for the open Internet. The first one is the deprecation of cookies and how this will affect identity. Which other issues do you see as major headwinds for the open Internet?
One major headwind is going to be generative AI, which might not be immediately obvious, but I can explain. A vendor like The Trade Desk relies heavily on traffic from the open Internet. Without traffic, their business suffers. Much of this traffic comes from distribution through search engines, primarily Google search. Here's how it works. A user goes to uses Google search and they find a link to the New York Times. They'll go to the New York Times to read up on a news item. But with generative AI, that's not the case anymore. For every 10 searches in traditional search, in generative AI search, you only have one. The traffic loss will be massive. There are different estimates as to how much traffic loss there will be for independent vendors and how much business they will lose, the estimates are anywhere between 40% and 80%. It will have a massive impact on the amount of traffic that you see on the open Internet. By extension, that will affect the business of adtech vendors. That won't happen next year, but it's going to happen eventually.
This is a snippet of the transcript, sign up to read more.
Related Content
The Trade Desk: Risks & Relationships with Large Advertisers
Former Director at dentsu Media
The Trade Desk: Amazon’s Entry and the Reshaping of CTV Advertising Economics
Former Director of Product Management at Magnite
The Trade Desk: DSP Commoditization
Former VP at Pluto
The Trade Desk: Bridging the Gap Between Identity Tech and Buyer Readiness
Former Senior VP at Ocean Media
Copyright Notice
This document may not be reproduced, distributed, or transmitted in any form or by any means including resale of any part, unauthorised distribution to a third party or other electronic methods, without the prior written permission of IP 1 Ltd.
IP 1 Ltd, trading as In Practise (herein referred to as "IP") is a company registered in England and Wales and is not a registered investment advisor or broker-dealer, and is not licensed nor qualified to provide investment advice.
In Practise reserves all copyright, intellectual and other property rights in the Content. The information published in this transcript (“Content”) is for information purposes only and should not be used as the sole basis for making any investment decision. Information provided by IP is to be used as an educational tool and nothing in this Content shall be construed as an offer, recommendation or solicitation regarding any financial product, service or management of investments or securities. The views of the executive expressed in the Content are those of the expert and they are not endorsed by, nor do they represent the opinion of In Practise. In Practise makes no representations and accepts no liability for the Content or for any errors, omissions, or inaccuracies will in no way be held liable for any potential or actual violations of laws, including without limitation any securities laws, based on Information sent to you by In Practise.
© 2025 IP 1 Ltd. All rights reserved.