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Google Crushed Many Digital Ad Rivals. But a Challenger Is Rising.

The Trade Desk is second in the market for buying ads across publishers’ sites

Google Crushed Many Digital Ad Rivals. But a Challenger Is Rising. cover

By Patience Haggin, March 4, 2021 3:50 pm ET

Alphabet Inc.’s Google has crushed almost all its competitors in the world of digital advertising technology. But one rival is emerging as the best hope to challenge the tech giant—if it manages to keep up its momentum.

The Trade Desk Inc., which specializes in helping companies buy online ads across publishers’ websites, did what others failed at: eating into Google’s share of the market. While Google dominates that area of ad-buying with about 40% of the business, Trade Desk is up to nearly 8% and its share is growing faster than Google’s, according to ad-tech consulting firm Jounce Media.

Trade Desk has made inroads versus Google by investing in online advertising segments like audio and streaming TV where Google hadn’t already cornered the market. Pandemic-struck 2020 was especially good for business. Homebound Americans consumed more digital media. Brands moved money from TV advertising to digital. Trade Desk revenue shot up 26% compared with 2019, hitting $836 million. Read more here.

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