{"slug": "is-the-trade-desk-running-out-of-room-to-turn-around", "title": "Is The Trade Desk Running Out of Room to Turn Around?", "summary": "The Trade Desk cut about 585 jobs on Sept. 4, roughly 15% of its global headcount, as the programmatic advertising company faces questions about its future. Separately, Meta launched Muse, a personal AI agent built on models developed under chief AI officer Alexandr Wang, offering a free tier plus paid plans at $20 and $100 per month, with CEO Mark Zuckerberg calling it a step toward \"personal intelligence.\" Anthropic researcher Jacob Coxon resigned Tuesday, saying the people building AI believe it has the potential to kill humans by the end of the decade.", "body_md": "*A version of this story was originally published in AI, Tech & Money, a free weekly newsletter packed with news and exclusive analysis on all things tech, platforms, and deals in advertising and media. Sign up for it [here](https://preferences.adweek.com/newsletter-signup/?_ga=2.858162.2052102102.1782475620-1409695477.1638053986).*\n\nWelcome back to AI, Tech & Money. This is Trishla Ostwal, ADWEEK’s AI reporter, filling in for Kendra Barnett while she’s off in Istanbul. I’m in New York, where summer is finally losing its grip on the city. I am also catching up with sources on a story that’s hard to avoid right now: The Trade Desk’s layoffs and what they mean for the company’s future—more on that in a minute.\n\nIn other news, Anthropic’s insiders warn AI could kill humans. Researcher Jacob Coxon resigned Tuesday, saying the people building AI believe it has the potential to kill us all by the end of the decade. You can read more of his cheery [comments on X](https://links.adweek.com/s/c/GY5AhjNGpoYoyD06dE2NeZIGeAXz8w4_jWDzWipiN6mTkGb7zPmXnP6fF8nBkBfAiHI9RjoQev_Z3wJLxGNDlPpWCwPg4uq5ICbjSEV2ZL8pvXLXhsH-vuDpT_qeghMVoQnQ1gg7FyZd2R6lOGry99D-9Y3X7y6l81muG9LTuiYJjb3yVF8kfSmCItWXG9Udg36msG9tdi3pOvVHHfTDz1CnjiE4rLnE6uI4OqEcA3ROFBOVw94gKvC0VcgMGKyzH636cimiEspYk1GPlSxxqNryGxybY4Jd3SBsSAAShh2LfR1inTM5WJl8HepXeb1uuxazqADI6BU5OqTPqnqwC-6_PSUcKXRx8rzfYFv9VqCrjsHCVjgPGv0mw9Dn642ttDofZmDuIQ9bqV-gF2lYzVSp1NS28sP7WvzH16IZW-Js9iCWiF127jzC3083DGEECBCq2RWlhUDQQz8w9cyDf0S0X-lcRcxuy9uV-Sesb01CWsZ96vCeqyKcv9NUbDgWlvdiNhOr-YzHF9sI-5dHRck0eaWCVBtGQJDRYRCfuVeviPrZeuzPJECdntxyDYqWUTp6WnUS5Z5wANuqfwdSORQYbZJGXalpHDwUbQOmQDuhIh988FlwKEQS56fyJg/pvyjGkXPOyEiHTVBYWFAviADIqf-VNM_/24). \n\nOnto another tech company plowing ahead with AI developments: Meta took an early step toward what CEO Mark Zuckerberg calls “personal intelligence” with the launch of Muse, a personal AI agent built on the latest generation of models developed under chief AI officer Alexandr Wang. Zuckerberg, in his recent 6,500-word [manifesto](https://links.adweek.com/s/c/GOya_RNij1AD-IOlP3JURSeRplesLQaX7TJItLhiidKBxk5rXvJFIRWjgBY1-ne9h975D2DkyRa9btDl5bk6QjBaoGL_IiFj3FgGcPb5qDqtuKOrG2fY812EExccu5_kAepe9fPJRtZpbnzDOx9555M4YRuamjXpuD4PR0n0mlg_f9e9WJ95uUxvu_xpHAQOhEZ-iMYtChqpwyFROvipP7lWp9DDYpf6EwL2GRw3unN0vdPuw3Aus2EZlum7m65rB7lwkCDmuO2_JhJDt6biA_hQV7xhjnHRnlaKhhsTAPuQ5LHo9Z2zxI78bQO2DXTCMsNDwJx0iEJCGglRj32D7zhLtjSHLqjWHunwBU0KRm4lZGk2_of76o8lZvgQTjQ6atGWqqKBdiA8ni9SdvWJkNliY0PSWZ5UjjPfURtdimEhDEUZxN_3_80jijB9_rBMg--Y3RmtG5_QermYRVWgyYCn-Q7dfxiOmSt19zUYqPsbvTIBwhALO-eCCEYAzib4LfRab8-h3fR-g9p_V2Tz70u8n_9pjkwf1kI3h1ArAjth7qcprCfjlaC9qJHpggSPjSu_wWMt7wee1qs84Mb7YrQiYItMJmB2eKY/BiVUFJ1UioOw0lMQ2CUIo8FLt4Qkhv3V/24), touted this as the company’s key next step. Among other things, people can name their agent, build an avatar, and customize how it communicates. Meta is offering a free tier as well as two paid plans: $20 per month and $100 per month. \n\nMuse carries no ads for now. Wang said Meta is exploring commerce opportunities that could open up new revenue streams.\n\nSpeaking of advertising, one of the industry’s most influential programmatic players just gave everyone a reason to talk about its future. The Trade Desk cut about [585 jobs on Sept. 4—roughly 15% of its global headcount](https://links.adweek.com/s/c/aNJn5qp3SL9otcoX9vlMKs7Wah4g9wNzpNaYG_KgGHHjA4SW1vDciE4s0zhR8uCyX5q_seH0aEpE-hsuHHZr7bHL5d3bSfj1cTD4LiUKMWtDnfubjRTGqMsJ_taW8ms0NUYUYhAVw8tdsnkArntMlfMIsJmtxitHZtGOJsj7dT692ZcGIzla6BKs-Y0QRs3lEbTMEVkynzJNsHVvbcz7gsyzBZsvbuV6RMeRVV8O0yjslmkDbrvhpVuH41ezDyJUA1vzl_KwzO5KHhAz7gz3hK6YyYubBk5F28KyFTdRgJBsfJHV35XCBqgxpz_pyxhErwK5HchHb6tDOE-F2P5590BRGYFUGxk7F5BukbmahapGAKG2GH59M5QUxrh0jzpZf9j6RZ3BWcCjj7wbY4iAPw8akVKwPCBIUKJnhb0oAEvpZSNRai6aF54EQt9LUC8AFwiqrbsoVMIB1lMwWzQf4M0c4gL8cgYoR1kELsnk4sY97I1PLCT68Lwg8ZE2voybfIvE79zzfuWng3PbWttW_ZtobArv8pgMxaGT6J6nvHTqnVdQok_e5-i3e227R6_f5rX_AKIfgF7EVtxp-JfqNl_S2pRdVaya8_JAD5WBxy4YTpv96aFQ6rIey2XubQ9jv1WTUiSCfY9WKyYyi5wjjiSx2HE1KwDvmZ_-bEZJMh2C8AcyZGlCz2iT5BEabhnuR0xz5KbMPUgHQT80xY5c3CwHLNMWsYPy7MaN4_Z-QHNLGWD6QkO9huvTy2vEF6BtVqm1ePe51eLc3nqptfL5MGfGtuZO1M_O14bj45SafZXytlK5lgBz0_OnalvhPZrtxAR0bJGARPZyht-WG3tHvTvNpvB5PHNxGtxjijCSffYE5vqBIV8oVaUMizRp8vw-tt7AGunBGQCQ0MngkgJvQX5IrC5LjsWllDuDjEWDJ2w3aQ/rjgdL4hYh9WiPk2HbnX7Fm_G2MaVjpC5/24). CEO Jeff Green told staff the move was a reorganization, not a response to financial trouble, and he still described the business as healthy, pointing to the company’s $1.5 billion in cash and zero debt. The same day, S&P 500 [booted](https://links.adweek.com/s/c/H7grPrPel6S20W2nG3yN2UzwpCbgeLPVQZm59Do4GfrfdOaUUUqPfs4qTeVnMWjO00fKjtl2x_y7AcBVYCJzBKvd2l3la5HXykRwmKF1CJibapT-YJ7J0LIqRTXFKplQxTNu1HCAs2pJEQzD09T6YLcBBWiplD5HC9C01cBJVmvgJYwGwAitsDVZtXpV_dTrvKIuspJgVWUgzFfG9eTRaEe-Y9DKY1i7nn9UQZVmV7TmCHMe2oZ12AkXALuTPVeEXJX_imDODvT1g_XN0pu4rmeNlYsfgpyPlwp4Jfp2qO68Ka8D4ETuRbH8kSUPbFbJ83KI482b1dZ5RpVjVpin4tc8QYnOV18qjI-BnfbqvOmnxa8q142bMjG-sdXiAT_YPw3jEZweb2OSBo_zawMsuUZAL7xVDHQs0tyD_2l56HMGYVK8B_GRjrg5ONa41ig2yunkf-6d0BpuRzavCKpWZxPXyJMw05zcbxg2FP8pq2_NbHzOjnoZyVl6FeyKOeqn6ViOVGBb-xeXMl5EuhbZ0hvgLXHw7AE1nkf4Fowx66urNc34A0hc8_dmSW5Jl7La1Y_V_rSKM2-LBPqU97KFcuPftdHApl5udm200OhiyiPehddk7xNVWZPJsK2p70EPlga3RnHWipM_MFLVY3GXvPyimUfbVC3Lvth3LY-yyPE0DkbLMJP1G26Up3ZQVp0HSwWNvMo3Jf3sot4zBitdXI4bZwF6bc8H9mPzTGPkN8RExJHAXJ2D28PLuDmwGD56EWbJhWUfYVn1je9MXYjISbFeZOIyk8p0sNz3zWvamLhzthss/JJ_9Bn8W0uw_bTDOgU2M1sRCSU4zWrXE/24) The Trade Desk out, effective Sept. 21, ending a run of just 14 months on the index. \n\nI’ll get into that in my feature below.\n\nFinally, a quick reminder that entries are now open for ADWEEK Tech Challengers to Watch, a new award dedicated to spotlighting up-and-coming tech companies making waves in adland. Learn more and enter [here](https://links.adweek.com/s/c/1LWt6v_AwmuX-Uc7DZKuPHDJpncD8T2XK4VWxe0FWGcjBFldovXGk62bJUZ0BsCTXiaUNirV4TSSET45P61Javpv0H_0SttCZCVGZ0NLYcYqfMTQjBCkpQSBA3A6u8s1V3HJi_1gW0PaOXf_lAIlUlb6zaxt_cRVUD_DIg1u7jVPUoBmHylNkaGbhJvv5VmMouln2FEMXzhN_htzLvOfRyYvVWHkUv7yV4HOjK_pLQ7EE7kmvaWaxSRXbEWGfLK2Xe3HHvtzI47XE1EmpBA6veP9Y1PB1l804k289Mfv3zjSwabNnPOg7URRd7L1hia-clwMeLTNtfKv1edWkXgG5yPliwvo1nfSYfddBzun8QcPorKL9kEsT0Cm7WcR76jyM2CL21PFCdQk-vr07gYIQeiuqJB8kSe3PmHOPaaQRX8C3yF4imrFR9bVMaDBJD5GnClYx5qxdBgkmJs_sbH-bT_xziq3BMD1XGvPdRStmibHiEPW2QDbNR2EcgS_0atixZs_lLlaxkHfk3zbGCjPZRt3sH0nrYbAuRUe_0TRulYJlk1sjHbJB7dsyxLXZM1Hn3R8uFj9q20Xn62Qhhq9xNhvXxDtDFPxalJ3BzCQUyeKr1E1QL-GALP8-jvSLLISY3CbKSnwaoskKN8aqzKD3am2bcuuCF5Ns4Al4nzEoxkJ0YIdz4w4lu2Uj9Q3FAUBTdYJCsgzIgM3ok1LHScvVwB8vv-siMFUglLEV3x3dt0NbmDWocLG-kSd/h7jYUTlWqk8mE59KcqRULj1ok2sz-Lhp/24).\n\n#### **The Top Line**\n\n- Omnicom Advertising president and [CEO Troy Ruhanen retires after 20 years](https://links.adweek.com/s/c/7BBmy4QXJk2h6Fn9VhE83PZ5jLBDKxwFyiOB0bgQaFZCHSU5E68gmTCC5yBr4jLSSr5UInUCRRXvvVZiP1o5eeFk0JPnW6iBQ7uWWLx9pskszXtg2gQ_0K0UyMqcDlqX9O293YlgjPYfZrtEM8DOXsgi3GRSeXXNZQmhn4sSvhLw127OLPEy9yQ6v2gvFCdKetztVXxU_h4_vRs6OAIdfpkU42qUzugENY3ND_4-4PzP6C2KWnMPXfZqsY5VYFBPcuiSdBbFnpQYE5dDDRnU51kGvsBnMh2vAEo3lUwJaJ2FAoKe63Dhb8Qyr_PiwlUPTt5dJR5OWfswobcmhxIe3ArPecuQHC-uZqEHGfl422We9v5CN-yhzF7mg0HuGnuRRmzBWWsy2A2YJjHc9mESWRubPuwbnuGxSjdK2cVC3epOM_ZIjuCTf69sbMa1sh2S45ul8Fx4gpWuMB9pRprq7UZJQtnTaMcRqYzABVSqfVgFhZWYhK4HXMUFZq_scq6Wnq7fABtDtlWjMdTKC-IHbtLlP8byomUrPa526IRTTw1yHXUSZhhjUrOJKWFv2q45_nbLwItU0A_TNQYUULcbYqZZPV4d83sLueeq1b2sy4GNRj1cUPOEGOSVIQMb0nGDSpTWkIsSRnfYxBQpkRy4PDbD2sRSQaivYNdl7pgW0LQls8lBRsWB4HfsGDW3seo4hnsfk12y-gCmXtBFXGUdxPRRQlOn8tMR7cB31nC3VZlWOpsMj7Y2X8x5EPtrvT19dFDuej8W7cN32xL6Q-Pe-i99A91k0wGFhT5EUlV3AY-WA_6tM_T9CaxJWfpz3LqIIp4xYv0lLgKK996gLh3DQ1gRRK3p7c5MYrtw_7YAJoWiy4m49yTJcKg8XSEoMojqutAoiVaPn4JOACPCY9Up5aenv8HMOJbptoaN5hXgWQ/HdyKwJQa71ZkInds-YS-c8eR_lTyS-H4/24) ; Andrew Robertson succeeds as CEO.\n- Publishers are spending [hundreds of millions of dollars](https://links.adweek.com/s/c/judHAJvEH4k8OfrMCISRt-0jcqY5yALGapTL-DyupK_YGZZeCyTt8Rxdsb9D7-Jy48p5e0F6BnpyQE1uH7KlaoLELRcBMcQrHPPsjXS11jLia0sMMszANHkLvfJxk9q-Q0ajfrB4Kl2n4350jdPZS1F5XybQVeC1xkGgyCh1H_sDd3KWE1lNCF2tjb4ab8y2MzRUNdju-Y4kyuSBhWM5xLYrSzZeLrL69SPd7eG-q9s0NQkTgk9Gt7YHaOt7JmDQutrwJFdgLFirepaI91T1AJgXLNB16gWYsZSoHNgl4bzQBOElZgToiM6QCSL5RwQVfN5GfyaGui_ZGaAXZJY4m4-Cl1hKmANfo4lze3TE-buagju7k_yjaKva6CjfeTzKQ4sZpUwAIf74OO3Qt8z7a6JXvLI_1eiEgu-CXsYxlthKquUh1Wyw777a1KYh0z-FKeYldq1vG9Shb63umkIbvDC8ePYuDeABHMFa6-4qmanxIKDvdgec5T8kqcqJDtADJsyfmSBDekHmoh9S213BhR38t6OrOJKiofuNiH8SV-CMgb037iEY8DirPnKFGH95GZ-rTWHsLEt7FNSHywiYtaUHmuMb9-uSKmnel_Pz6Xs2IQMFhc4IkkcNWlHCCTjKBiTLvOiepBrluwBNatVU/R8OnS6l4tQTTF4am6pXfndzZdFjVC1g2/24) every month to buy the search traffic they used to get for free.\n- Advertisers want [brand safety, prompt-matching, and incrementality tracking](https://links.adweek.com/s/c/cufd8Fj9LuDthlxNwcAwXUSwhK6LZRLn3jmMjLFLMzV-aBbx1jjCFeyc2iLfvRxVdZb8fI4XCIyTOGY9GccFJpQ7sc6vKprHi6YAdul8vyIZkbaMOsqarfJz_SYXvdZPstMDMf1DtFwZDQ4vA5bTj6XHyUtuX-UqAj96FvHjqhfMufKuiYBda1IAClW0Ig3HZPX7Ycs3vsxH9K9r4-HArb_u2ae9t3ja5kVQ3sLk5uT1USktp1lcNB3bXK06_guOf0C_8sdmItfR7YGKD0cVpNQSiHZT3EJ_60BuinG7UPRx6nQOvV_wNBNZ-wpQ0Q1TQx01jEl6XJnbGARefxNLCzNX07JG6RC1wQMP_UthOgp00coFAjL56gBJhpJKF1HfNMoKJ2P8MiL-TiZDnoTpSWV7E3rZH6I5GXNLii_BEl5ZSYt4IAngxMKj1AGyN80wbkziZcVkuWFHM0ZFoHNjuuov0GrqZ3d8u21V7p_myhIa4eWrfb7UduVdug6nx2Z1AGxKe00hc6Z36EvyxBYYdUSkhFIg9cqjVm7uBEpcXS6coxx0R--Rc3fpDmVmhGKMe9QQ1J0b8qNm19DIQYik5J0EU0Cteh0TZP77UIEhJfbs0llaFUZ1W8Y84PngQs5wKswq6XpgUJESNYl9pgdFXwWE34SyGbsXA9cHVLhJLTftRo2BO5XYEqAkulDEOEk2TM16gfIfNTPerj7DYJMlXA20aNuqb199YVoKQWBmjkSUem2_aTD9IxoVr89eun0R1EB0wMfz3qGvjFMGfblyU4s1-I839HHtfPi5N7CoaA/lKFmIzTqyTVZypC114RENhmpOnBOtjBz/24) from ChatGPT ads.\n\n#### **The Quant** \n\nShopping—an admittedly broad category that includes retailers and manufacturers across apparel, electronics, home goods, toys, and sporting goods, as well as department stores, convenience stores, and grocery stores—dominated ChatGPT ad spend in April at 37%, but steadily lost share, falling to 21% by August, according to the data firm. Meanwhile, financial services saw the most growth, rising from 2% to 13%, while travel & tourism rose from 5% to 11%.\n\n#### **Deep Learning: Is The Trade Desk Running Out of Room to Turn Around?**\n\nThe Trade Desk’s cuts went deep in certain corners of the demand-side platform. According to three sources familiar with the layoffs, the company’s entire Learning and Development team was eliminated, along with most of its editorial staff. The DSP’s editorial staff sat within its blog, The Current, its content marketing unit, The Resource Desk, and its training platform, Edge Academy. These operations remain, but with fewer people than a week ago, according to a source with direct knowledge of the changes.\n\nIt’s unclear how many teams were impacted beyond L&D and editorial, but Green in an internal memo [published](https://links.adweek.com/s/c/uKJbEQvITIEJejmpKEarbzn4W799DzpoB6vfgywqgvr3Q2AxO_4-ddo-JyqZdBCmibhQfpM1j43AOwmH_4ekFKhfRHRL32NaPQNbG6sJS29Utp9BM0RMml8qgzCDZZVjwtBwoWIWrhDd5hyBdSFYs0QvSelbfFdP7nSFhDzUPIB9jh7IkRwIJI8gBnym0X5ZIcEvHITrtTmDrthnB0yNEcI7GrLMw8Z9m8EKHWLE-Ut-BNLbHyab-B8NCa36P3pqvhsVw6mKUL9heNlbsOYA4mwKI-tiUTP6GcMb9KUSr5TTxO-h2KHRwm4FpJXZr3KsJDvy_VL0Mh_t5jQXKSdvn_qxGI4GQVGIlri9IEO2f0lQ6NxO1G83V4GFbZka5TslJfDIP0O-Tv8G-pb_VmyUwfSxUIYzHTG3hI2GKciM55AtvB6h8ovVuoL6jb4i3pMhO-Y-s3-Ccv2ecMBOfmQ-D6E2qCqVrCVD0qFpbRNCp4Ie-jufD1zhO0JCCaK8QjAuLtZ5uKFOh9F_lm29p-b-J0e9ESv_ozhw-gAQ7MkyYZTEOKbrZSV4qg1S6LAZlv32R2Z5FCkA7w3KagMNPATL35WHxtTHeJ25g96TN7STIanUuMyEMMUhh6qAs2J2Yajxaqr4_mvyX5Gf_CC24yKMwMGUGLp6tQG4r64-Vg5LkmASqCUVmtMNTWu7uEZAUZwuSw/npW_rUYpJNPcumWKnKcjNgPT45AqVW1c/24) in The Current framed the cuts as a part of a shift toward “smaller pods and smaller scrums, but with greater focus.” In the days since, affected employees have posted about their departures on LinkedIn, including those who had roles in [communications](https://links.adweek.com/s/c/wJzwrBmWPLDC--2CHd8GrWliMvK7n7XFvPk_3wYWokn5rysPktclhpKOylGj_nv32R4ASckfbMU_U2Td-SbbMNKaQqP96fS3Pfgfi4Vunv8LYFdw5-IrHYLcsNBz_pVtWAUqxAxhRer_oDCcQna4UbsikEjeilcq5r0COCJPi0-wDOHIkQ5IK8RLOt-GGOkJHMNEBU56eA0dHLwmb_Nf4z8QXEW0lGRY9k4EiJZ16OA7e4GRUa9doBt-zXZbRH3dmWgelHqU58OqLnQTu8UYczNH20sLxMkScIr3zdwb5G5dI7LAsx_NSnVNGCwnyWeBFQH7OgZ1N72aSWJP7kOsGH0HlyLfP4pg5Vu2NwaRa7RRYrlZqg1--5ZoR9hRBOVn5Rs8PyN677bPf1TP-iMX-zfLIKAm3nNSwWcjTc0WNP5CHwuNm7Rk9npIw063dIaAGwd1ZZHXYNtGwoToJh78DutUsUq6p9TadNtUquMvIu7AyAxC9-TdlR4VjV_y9jhYzvlHe6B9goTcL9_AlFlH62gT9eTp-u0Cu1-rfRQ7mK3J1mBJrQ/sToe0woRMN3H496YfKbuxxxOK-k_c9rP/24), [audience partnerships](https://links.adweek.com/s/c/iM0zq_E3Cnu_L2ko91p_0t9ggOEiwcVRglbSETz2pnZToQNQfxMGHwQiho40YkMnw9uaN2P1ccni7CExSUfh8p0m4OF-Y5agFLc0AA7xrh7BBCbA8IRlnqJ4qltTP38Hc_ySmvE1t70VqdJ-IjkupwiZobE-3wboVfCk7qkFdz5fkKX91hkolLDljIo9d98fBUE09riMa5_RHVhnvQTEpGVT90pH8HdYV045YV1m8vXqHrkqazKvsrH7eCP1gs-uoX4rOA3y5Y5ILGPzum4AkFWSI1fEL5AzAIDgylyuPSawvjNVjzLcBL5-AqSDQrFBVAGr6m5sc5__bDaktX4MiPdJRWmx4dyxm_NWe4xfZh0_bQBw7i6a1qtOBnOtrUby2fnJSuEC1a92lL2oiR01tS59eTl5nw2KclVEsYay0xRoXTLXCN0aXnSTKaMyO22kaN86zNtAEcThDWpw1rlvgKgHGC6S3yUBLsGt5wIrlMVRFYUo-qNipV8BPkUU_obehpln00iRL0yqPbtjqpJSBZJSasQKok4nnW-LhPnEv2STv5_JfIcF7UwGnrqobsl10scdbJipH4rHWGJsf3z0Imvy1IfRJ_1Njm2G3Putuy7r1P1KmeD73NNPogUMwv0s5KLdLRdl1wsphsXsipaojxgDyacnsK1ZMpdEh6DLK0T2cvu10ygzCWAbnIyORDyR7rnCn8RqElzxOLupMrNYN0XCKSAg4J2D8FEmgzmQMSTGnJAgSHl6ol0htGduMWdL1mf9K8klfAmELSLzoZnc6dgnDUq5Wff28iW6CD7f7zpVblDLFHWhELDF03VEJZTYdCCywpMYSBnZJRJGSXfyjF3dNN1AbyRUIgNUKNLr7k7MCS9jpEbSj80851X9Mr-FKa4CBd_Ixj5odmLbeo6X-No_FZHodoZq8yvvKUuUvtAPmkmG5FY0PKDHytCcHxcKaxFSUixUJWDgF6_wCNO4sMj09MYSPeYO_c8ZDa_Q1vz3cjrJ6A9Ri_hQEEw5Hxf1q5c38iIatdiF3FxJKLl9/mMNx0cMSVBYH1U8xNxwg41qpAAYshISh/24), [data and analytics](https://links.adweek.com/s/c/47fWB_A0ezKknmzYrvHiLq6znRc8rDbpXrQTYADAjP3F-qiZwrAHpxBx6lm7ezTsrVE-l_3lPErtmYAjOknptYu0Mw66bjA40c9ymfiqK2Pn1-nn8U5M-7WDLvv-TznQ8Ij1okAasoMhAoLMsqOqu5z4Od64KvefxIMauHD5i3ujvHCxWfBL9YcOImnSFw44HjsKzI3xo8tJvf-HOIXX5lZhlqo3xOFUg_fspORQ9ON8utS2lLL_vq4W0tUoT_kuQILVZ0sytAxJC7p7NZ6XHSDzv4vcXh5oBnuzskRZR8wLcBBTznghXfFtwAtUCKSx1mKxzqWt4bjIov7pVCNkhYJy8c86wv-jHexaxrpbD5VfI7jj0wD0PPRg-TaT-XBSIRA24KvCkfOr68nOGAtP-ee1RxdaQ10DJ5qLo6SXw4TnkTBbFK7_otMxVVJWGTAAplUu3L52jKIF1VfAZiondG5aN64MwLJRm4pn-TkokiWnbCeX5xj2k5rKYFvAJX2-2au8byYTjaAfdjTMogTZNkJ3oQkSWfp8c3EMqMJ_ljFuqq0EUw/kt4SOVCqF0fQMc2wUPZ1WCNReOKxsIuK/24), [creative](https://links.adweek.com/s/c/uActU7CaRHy7x-rO2k6tsaNMZOfKsbD91SlpWhj-Um5naorjIe0x9Dwt1avJOFW45fjfumhgFFfADaFkMpjEVN5bqpfjjfzTEhkX9VU5EHMIBzDv4XEHAhuvVZjtqzqBlQ0uo5ck6XpWKs8R0GAIada0q65qydfyy6wbKkTWGZtJrx9luiTmhzwF65Fd2xBVfIM_lJ3K0k2ZvGhdAteSbg1c1fdUpaGkW3kNQ7wgeyn3OZRr6CdTK-lFDquBlAiTFQ4VHmv0be01IT-PL6oWK5kPdAN2nk43iiSNDUPSM5dOqt6NTVQjVMnv-w52k44NEEjb0rRDWOR7E6TLyyBSli7kbQE_NBUDeePtwFy7RF0LuIKDPTfUmeeCZHuP2lt_-z6BR7PPCVKGJjnSFyVgQ2zjVXK8ffbGE5LSTvKtPZ03fAfKmhPjEfxYVFQeEgApR3RfPNkqsgbv9pHztzTe0HI0O2Gv18UBAzpVT9JrkuwHdu8MKNlU8Cp1nIOlWg8Vb44er2Fm7SzE1thnrZjB4awiEVFM7cGyQwXkrw5LOS2oWiwM6Q/6lZ4JH-aSoHZiZ--gZ7rnM7vYt3I8Ely/24), and [CTV partnerships](https://links.adweek.com/s/c/ppx31GNlLLNBS0pPxXk83EgQn1roDwcKmQJB_emn093dJGuAGzKIiRMtgcPCF5QEDAVhw2Ed4w761tQ_UI0c78drJvrW3e1ZIPeXvhx4CfsRxwyjPsGORMQclUaD0TxWTGZV85I87uCqA3LmhWa_0LQgzeYZAB61WzvYUG7xatVizxSVowNVZm252bbMmk1a7rtVvcd1J2aOolDAwZjSjTXnjL0tlu6oljhhA_KT1Rw7a1YKTa6P4k8veGt_1fqc0EE4UBK6qe97zIbQokxwb5BN2_WLID729o-5en2cyDVlCx6nhxew8mwF-5FsWp8zipqFC0sfr2e7c_JWoy817vx_zOPfiiFcbq2YQ_QNdGVGu6oWu6nHLGCPVwfCgaDcyVwHOEsfpv_qiJl1QncR29gihQkLmfgtk6CejECORjQh0CKfbaPjSWnRo2ilg3vNlGiOqgegnWi5Lza3ssYYdak1f5gFzuGXSo56o7oO8UB56NIWPME7HIx5cn3HJPyVhu28cA1_xTbp3NRZmPHhD1zPbnj40SNsxnqfJvcD35Swi5wk_mIrbaq7nsC3xg07Jwd6Mg3ywGslQ5282NC2A4p94xekjm8SQ77_YbJpC0AFW7IsSnjh4CmGvcq6W7nhVQXUqBqk5UZGYT7DyXqBf7O5CZvcrxwdieJ1HChgwkQ-jrEyxYHEUiLjSTdBkIdecNRcQ_8SuDSfoVCHnLXi3qI_mafziLcCR62qCpts9S1QL45FUVjKYzIAeZWJVPEZeUlG7B5HKgk3YvyY4a0vYKWk5Pwvjr8OpqDrE-E-CsxTC-KTkDUKlVMqIKY197CXgXsOIEbjupIcQG7j5swUFt8_8okwumPCURzsWsQMFqMBjmlYZSzMjCO88L-ZYHiWgy4FYwg51zkxRc-Uzf4k-WOo3ZM5LRRFB9ywAor0M0UguRzo9Plv61K01pgFD68iszle5Nxs7wnn/Jout5ED0tYk90sszB-uhSCyShrAYR3im/24).\n\nThe Trade Desk declined to comment on specific teams impacted.\n\nThe 15% layoff figure makes the no-distress framing a hard sell. The Trade Desk’s market cap has fallen by over 80% since its peak in 2024, from $69 billion to under [$7 billion](https://links.adweek.com/s/c/q-3guQyWq-klYFrBAck3S4zu4TpTNCzcmCzq9JeLowZ_nzh8ItO044LLk50n-S77gbAHlVzC7H5DKB7nWvGAKr452rqpAKzRoblQxeirHTYQwdW_YhA3oBnkb9fID2KF05Vr03S8rPNtURfJkaMgumQWkcNXBowRZOdNtOBT-bcMgYjXh1GX5yXitZBkDBpfjkJOO28XlAS18IjPntWLLRTxwgWkuBR7KmIn2SKh49KEEgoaQOd9FI1cBLB1b7k8VcxjDIq5zHXl1_InDiCtiJ1Ynwy5lqVxQqWh-NOsGq7ZIzBPESdOSz3ELNuUQ_Bjd2D4i-ufk9ySx8B1ffWLz_o0ftcFLoBu2tZ1dKvuqerT0jvD7CLgKTNhCwb5toJXub2oPrcKNOSZERC71174vD_GVucR8_-SZbiDZlXE2SyvUuIAayDICfeeqQ0yHhMHv2PLETbCxHG_rMmMil41bqDAjhLcv054p7j0THrKyXFLmu5dNB-ITZsPiTuzh8KRXQEpHkfN3lfj3f_EVrt1o_oTwql9vIDjL8929eVyd4KvALzgPvlwJR7kANkoymPlUCoo_je1X7Zf0cpAmBkilP5n5mPY38f2IzjTxczfSLM4V5cn_PSlk4gJ1uvsm9hPN7Yg7KCe266WIoAC1cEj2Z7eFsMW9KZSxIhPOhgbcJ2OK5e8FvVuBd2cgRlPbK2Da2szL2ATsE9veC9kvr4zjrFtqtWC7Q7C9pDWe1BmV3FiT0gVso2Uzq4ztQrY/nx92eo2jinM9RKlAg6yDuIAegMjkwrLd/24). Meanwhile, Magnite, once a distant also-ran in the DSP space, is closing that gap, sitting near $4 billion. \n\nThe drop comes even as The Trade Desk has put in efforts over the last 12 months to respond to advertisers’ wants, with a redesigned Kokai and a slate of new agentic tools.\n\nBrian O’Kelley, the AppNexus founder and longtime adtech aficionado, argues The Trade Desk was never built to be like the tech companies that are now its most threatening rivals. Google and [Amazon](https://links.adweek.com/s/c/wfMcC8i4R2V1OVXP3MhObaQbhgM0xZzhL-KLLDT6q41bONHJg90vVL0_pmPCuSsalaDRMRPEfL231RpZeLLAQdz_JrVI5D5a9k-l0mUpAYKvzlTGdypY7ScBYLH3RuuHuju8AsENNq97-7uRt71CDkOCffvd03rmK7M0RszTFDqDa16PyG73MQQ9cu7MLkh8X9IoxUcA3U_5sILwnEpp1yswWKBIbQ7tJQCYW4168E-A3oHubFlcJgCz7goSpyAOYk-rlBrbJO5RjQHgfDJRUFfaGHDXtbhbxTGcpLILvBvDancBnmWy0uQEJNJK9dxqxgXWKYEZ3OFMQz6fT_ORzNYSBp_JVZ43WhlVTIDY50-qdC_Ve1Gccza-7GKzzFKC9vJSwqWzK6_vaXMITvfHlohNVwOzyCq_mkY4A7ZfsduMBCPLY11wH_qMZQYqueXlSSODonMwsjFw4h7rnwKjjDHyRbwaTeqV64CLnm4pm8lQ5TljYhYNxe9C931NWx0iiscf3dd1kZ_RDxNJV5hjGBO7OhzAZNhET0f7zl2QhAG1qtnlJoSCT3nXTy4IVoicHpSmZ9mTc6oxsU42AqfwLleK9lv2MfdL0lRZRuA7I6Zp2XQD1bkkuobwZ1oOhS3Q7Eb8LGtxTrGdEsTwaq0tz0XLNqLChgJBwFUmi6Wjgg_hf8l8r-WNimfts_yB8e3sAs3UvpWxAzlcPsHz9G_l_d9KuR_5fdeSnJGT27r56KZfl_XZ1uCTJaFOqA/2TH0BBm3ca6zYb-_N3ns3QScuQ1bJWj_/24), he tells me, are ad networks and publishers—they own the inventory they sell, which lets them capture an outsized share. The Trade Desk’s pitch was that it was objective and independent of owning the inventory, but that meant it missed out on that additional margin. \n\nO’Kelley is skeptical of The Trade Desk’s open-web bet specifically. Programmatic, as an ecosystem, was built for the open web—and the future of the open web is very much in flux.\n\nThe Trade Desk has been vocal about shifting some of that effort to CTV, but O’Kelley said that streaming isn’t the escape hatch either. “CTV is not open and is a bad bet. It’s consolidating, and streaming surfaces are buying each other and closing up,” he said.\n\nThat leaves The Trade Desk without much to hold onto. The company is downstream of the agencies, O’Kelley said: If agencies decide they like Magnite’s terms better, the money moves. “There isn’t a lot of moat there,” he said. “Jeff [Green] either has to make a big bet to stay independent, or get acquired.”\n\nIn a statement to ADWEEK, a spokesperson for The Trade Desk said the company “remains focused on helping advertisers achieve better outcomes through an independent, objective platform that gives clients greater choice, control and flexibility. Our priority has always been, and will always be, delivering value for clients and building for the long term.”\n\n**What People Are Saying**\n\nResearch firm Madison and Wall said The Trade Desk’s bet on transparency as a differentiator misreads how marketers actually choose where to spend.\n\n“TTD has repeatedly focused on transparency, and believes that the open web will win out just because marketers know independence and trust and fairness are the correct way of doing business,” said Luke Stillman, managing director, Madison & Wall. “[Marketers] have shown us repeatedly that they care about performance first, and price and convenience second. Transparency and control over where money is spent don’t factor into it.”\n\nStillman expects the open web to keep losing ground to the rest of the digital ad economy, driving further consolidation in adtech.\n\n“Pressure to reduce fees, pressure to scale up data signals, and pressure to invest in new AI-powered products will all mean that smaller platforms or point solutions struggle to thrive in the years to come,” Stillman said.\n\nThat doesn’t mean independent DSPs are dying off.\n\nAccording to Sam Khoury, co-founder of Marketecture Media, players like StackAdapt—a newer, AI-native entrant—and Basis Technology, which is rooted in automation, are performing well. “There are advantages to being independent. It’s less conflict, a lot of cross-publisher reach, and usually innovation can be done by partnering or acquiring,” he said.\n\nBut despite being independent, TTD’s raison d’être hasn’t kept pace with the market movement.\n\n“The Trade Desk went to market with ‘we are the fighters of the open internet,’ and they lost that narrative,” Khoury said. “The right step would be to provide all of the services that are required for an agency and brand, and start building for your clients again. I think they were building for themselves. They need to reflect on their customers and build for their customers.”\n\n#### **Deals, Deals, Deals**\n\n- Salesforce is in talks to buy [Listen Labs](https://links.adweek.com/s/c/edD4n295chLLN2tdKx-eTEkT6h2oC6FDE-aT8UrpXqfR_sbaAQ7ON4bBhQk1x7T8N3rBXF0aIjZ3zoxwtAG2mihfFh_wc5TX25IkEg718Ao2l4-7j8t7Ir69RULS2ALIStld-ySUXDVpqvIXdTJeCQViJgc_pL4vAP1wptwMWeUOf89FngeZ-FuJfJMHvKU3ML3B2eSeHzu1bGa-5AHJKr8KSG0ok16aKdijT7WAyZy-oLMsyi7c3VCLxQCWh9mq3DHw5iZSVw3hRFdtEpa5RgxoHuTKgQRs8bCxm7eWiQjMwmlnHAjjTA-agUzVLzlHUm7AM5bwxdzFVTSp6VgqckiGy-TNS-D30MJYokOCI1AOo_kqxFpC7fxG4tfLRUlXI0Wmz6h4gsIQELE4O8NKCj_M2c1uFx9ngJ39JUdPlFX3OA4NGKv5oErB7sjDNZ5u0k1yKq6CSswNmyoGrnXncnwYAqY_dIDdXBLuH2_UqrwWD8JK4aV-MuWjmWRPHVNVqkCQrgW43ec89mGUPK_KJRnOeHpyP6ShoxxCeBx1YGulMI-g9YqKbDJalP3b1YCO0LjvzSXGHlVEXWS93HZzWGG7lBroXA4Vjf_SaITr_e05HUP_B9pfm4o-eSsyFORAA_8lMv-xl_8gE98sLwa8jE3d0GAGDeLQH2krQj0uy8-DuNgYr6quoagjA_Tgv_HKM9pt/CU7HWBL2YMHEsXpvNu84Cisx2WeBbH2S/24) , an AI-powered customer research platform, for around $2 billion.\n- [Meta acquires Swedish AI startup](https://links.adweek.com/s/c/McLMnBk_GuctTX9UyYEJHXeXE_8tnzflPuE4mKlBh77CCPFD7TIzrLeOVmeKNo_1dtEykeUx6LzgE5Dcx6-8NWuKYLK-sZQx0MietpzqiM5dFMzP7PmH6DOejTKEKPgRef2rdbPZRXsclbvNp-jlqPytovQ1yPC6CSdTrViii5n4S2enYI_kn-hQh3bqFztawlB69VQ8anUoft9jAR1F6RnnkcxO9XM2rO-ilvwI2--UXHnYMCT_Q5NbevhlNNI5pEbsm0NXO0ScoYq2nS_ZcjxM-_zmMeMtPSFk7brmMgcHX5F6iS-WmAx-X9XDBBnUCnmtZ4Hyh6WFiU2Eq66ptBDRBYElZclCSwhG5v1HH9Mp9H51u_ysNJ4lSQdH6wTSCq5hYZ698qT9bFb3m4SwyHQy3_tchO2An8cT_m_utapq9uL5N2e_gwCMQ6qG7paKS79FD-7sw6ZxbnyiB0y2msjFpakSYnMSW8pdq3qPok6OCGN33U3ocVUt2bROcPFi2_Hn_mimmZwjjo46X03kzNkRPsA1kv5Bpq1Mj5pcZi5qo7bWhTLy8A8F6xe7GS219WtqFdFWa0UjZUdDPjynOAFf-nbzAmH4ulW3Gso6_vaZR36-yvP2ebUzPzEYilzBKCdEbbDAXFFcYk5WI4ETVpCqtbHpmQ2BDiKZI-i1FHeGyw5Lbksu/ukNln3D9KO3tc9UPOOppXu0ZXtYWALsY/24) Stilla.ai to accelerate development of Meta Business Agent.\n- Ramp is in early talks to raise about [$1 billion at a $60 billion valuation](https://links.adweek.com/s/c/e4K-wZ8Ao3FbbOpjNiIWbK9xNIoM22AJ_uNJgOljKcvu-u20221AXlZ6rp5qXEmrVZuEHDiUczrsujCFtHz0M0FAPM6Eo9P_ZdvOwE0WVc2Cl9jlckXUhp-b5dfSKY350SHOJzmyI1tBg0v-X29wIAwBFjkbMtSDaQBBnRA0tZkrIY6dT7mEx_oEzlEt0Rc1cFxbxU5ik7KaNO4b483SfnUySaVyHNCfb93KaBzd8cfQ-KT7jqb_LQxzrysaHAlFxMBYImy_YAFdeUVJG0gLiLXp9gnIDkXur4eQ-oSdoDk4IgqIdSakznIQDjrYFq8mqvhH3hQ_I0QpjXYv5y9jddkssJV9SnY30RGiRBqi7qFp2pmHmGaPFabRzugtY_tT_Q9A4-I_1ZglauQrYXfauqDRuGffdE0pJCk8VVIfrR_boBalNjGewR1pg1GRiUhntnxriRxGDfdbyH3Q-POeSMaEAQ8hkNvrO2tCb0XsQ5QBLM-pbAkj7Xd29cBIqRp3U9kvhbmHKSziedGUSQTLWZPSFUi11jU5sB4NFs5BGSkYjwrMoaSyWJ3wMx-LhbZBmftkMGoDNZbQbw2AwdWCGBRU6yTLBzh6jfV_zlpFUpd_gY_TLtutYkRwifx0FDX41soCHfdYWx_POvpiM30ks4PlEbMgUQTwccqhfedknD7XGJofY1yo_RjRqrH-sK4PR41oUs-fvbozIoynEXUoW2PZbDYWWGrVwjGEvk6XvcW3iqJaRlI76OQKnGaP2GWHNMlS/AUlhMHuBH0bUxruL-JhTR1hF37oLFypv/24) .\n\n#### **Revolving Door**\n\n- Snap’s chief business officer is out; [Ronan Harris, head of EMEA, becomes chief commercial officer](https://links.adweek.com/s/c/WfD99SxFtwfrrLRGmB8QqSUORVcSCWPL41f9uswBheFjPuZqDbODQ9kVWXW_tt6ZVoSFVALtzk9EfEcjvj3ggKwJ3vCZOYBnFU2O7dwBN8J4vNziimRDWvAYCGz4dOYLCRBlOzedWqCyx4p4UnbMQ4qypfe7_AAA-p30EtAy3sKKwSZrozCnw9M-f37UQ1c_naj0tE8uULf_Mr-19vUpERPrc4XU7yjvr_fXoE-kU5pJvWhEqljkLNMI0la_O1WtV5z6FjqTJpjfhaZtJPyULf1_rxws4G7h-dh1MJ0hhdLcmhILjMVW6IqY_6-FiMUmwM0cyg8wTjqaNbVds9bpplOXLzeWLSKuRWOomKEikewgLPluXIYZE57Oy4WuwMZr54YDe3oEcS9B5c-q-b-BpMkqTms0lGbNdntfDMc8chcUTG4eODGhTR6KUi3L7woojJTAZ3fipo5YGFqD-BGPOPkf2WEU2akQVBPzlOM3K5IBRhuSUaEKlBcbGTgoUb0v5AsVGWfgeUafxkgCvCasHE4WLdy4oTNWKrauOEX6o4vG3rRCzADPSTe2s-FBwrQUu-Um48mHngg5fp4zLbBs6wmGpegVO1kH6HwtRgL7NY2KYm9noISYxamd6np1pvbMgZ_xh6jiKDnlPCNREyxJ9fvLOKAfG0SMC6e8QTs6qP1qScC-3fp8yxI/WDQSFNwvci2p9WSjuWzqYDa1grRqG62F/24) reporting to Evan Spiegel.\n- Gap hires [Jamie Drew as its new head of strategic partnerships and growth](https://links.adweek.com/s/c/rHZ9wGO4gPwXJS8wZkjlZaPjUIX4Y5zIz9mhBFpJqq9iHXc4aNUjlMMXgSYDzs3kizcGjOn3cbwB40dp7KOvLqXJHkVzopLq0JKCPmepzJjTZuK3OxnZL_uFvfzoxel3h42dqtaXmUVlaqaCMXtmrSytJuQ00l7-T5qQZtU40PLHNRvcSe1QXicixOHRRUDarfU7aLeG2TqRJVGWjL-wdrxH4JcvsbiFd3-AH9iqb_3FCMTGgaZtXAGD6VtxyyXiGtHKxotpulse1thxoB7FZXjLhhgUS-k0fEVs012B9BxAfWctWqfEbETS0YgqMF8ogRJn23LGi5vEJY7JxMGmTV5OR1jhGbFoYmmZgEpcmUFWOnwXeXVe_BPAW_mENmZQT5_WMu0O4tZa9d2iMh7zAcIMB7HB3q0tVkrK1VG0ZIjz-oOkZsjvHOKCF3e1tVcLyF8VIlMl74fAkDQiuRbEjZOKVxRtfe9UNFpNZR2rDDYuowWSpigs9jbFhhT_leIwb1WFPdU8HNV8akRWchl3p7Jzfah3o1nJNR7epZXGsqaU-8tugFP1g6MLQqCQ-3OgwwrQW_hih-k6_1L5_sO4j14IHGOy2k8o1FNYXHt0Coj0sB0ePj4fCzVbPAm-OWNUvE_uO5AziHWemrCKLCPbeM4QPBtb143MN85szkD2sDk4w7hRI43h_TX6chsu1aJnsWuE9Cckq2rNeqarWPZ5ozftLB02sDy1WNV4McgMS7SzC9ryAVq7/OJCF0b0jLh8QC6PNRu0RpF77x_CbERqM/24) .\n- Accenture names veteran marketer [Emma Chalwin as its new CMO](https://links.adweek.com/s/c/3Vnb8PAF8TfOLMuQ45enzHW-aku7ZFSF-oQpuj6Ch-JjEXgS9KxqDDYiz--ngtU5gP5mQ_4og_-ehib4apS62igaTHxUSLQ4oSmVH_x0CvAa0Smi46dSdPpOM_u2nl9r0ycgnS_oy7GfRWQh7lA6CmWnp7xA9nue5Erl56HciS4PZEkKRmG_ONTg_nraIiK9VLD13Mm1_l1T1pFA29EhVh-gFBlzSFGoal8jdAi_6jfA7K0oUYbRACir8v-3QifNEw12EvnTrKvlQ1L4JmstXoX6_LmVUQJSgeGlXJ3tRiEEesxKdxwuRz39ZbyZyllJKGtQj-upG_T3wm3w1dhnPQjD1fsRRzr3lcLRiCPJcOrE7U0svbIRmiPsJZBDnRfAjbfUy8u1tNMcZGtNfP_nt9EJ0ABKY4lXeFM6QxnqFQZHFnf28IiwflIPDbsoVbQZEbDo699JsAaWmyBvEO4Z3HvJx0W-33SonOi3SrOIc81enOg9SdzlSxJPBTB-fdUZJLUvwz06rET7cXx-YjXVRb9q_mwXHh6XYiAiJ2qO7nZdSPVd5AhXddLKEBmIhUjBJvRP8pUdIona-iaDiOgmALninFnOLPgS1FmfgI-adBzd4UzQcDfcMt1NorbfG7cfvbPaZhbIQahv2vk1Icq6mYetviVP6-DnfQu6bvo996c0S2AnrLgs-00o03C62NLFvs8_L4QoTFi8ZyNfijz9e_tCbxqG3YoOjSVv4FQDTZGUPZ4hiCo6KWMzQjM695TtA4UXuZVvc0fag-3mnzBEOcLeWN7tthOwMqe2kXw/nQfn4OBaMMiT6dDG94R5_7qPoWkxR6t_/24) .", "url": "https://wpnews.pro/news/is-the-trade-desk-running-out-of-room-to-turn-around", "canonical_source": 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