Retail media search ad spending propelled retail media ad spending to its current size. Now, more retail media networks are closing in on search feature parity, and advertisers are looking for ways to approach the critical channel.

The Trade Desk will join the S&P 500 on July 18, a milestone that highlights the company’s growing importance in the ad tech space. TTD has recently introduced tools like Deal Desk and AI-powered video placements via Kokai and Rembrand, all while vocally criticizing Amazon’s bundling practices. Despite a 30% YTD decline in stock price, the company’s Q1 revenue rose 25%, and retention remained above 95%. With Ventura OS on the horizon and renewed leadership in place, TTD is positioning itself as a transparent, open-web alternative to Big Tech’s walled gardens—just as it prepares to enter a new phase of institutional visibility.

The news: The Trade Desk CRO Jed Dederick likened Amazon’s advertising approach to Google’s, accusing it of bundling and self-preferencing practices that threaten market competition. In an interview at Cannes Lions, Dederick urged Amazon to adopt a more open model like Meta’s, warning that closed systems could draw regulatory scrutiny. Our take: By framing Amazon as the next Google, The Trade Desk is angling to become the preferred neutral alternative for marketers. As Amazon expands in CTV and commerce media, regulatory pressure may follow. If it does, The Trade Desk is well-positioned to gain from any shift toward more transparent platforms.

Retail media’s next phase will see billions of daily shopper signals paired with AI to fine-tune campaigns on the fly. Through consolidated buying, data collaboration, and transparent pricing, advertisers will have the ability to turn insights into measurement results.

The news: At Cannes Lions 2025, Netflix announced it has added Yahoo’s DSP to its growing list of programmatic partners, joining Google, The Trade Desk, and Microsoft. The expansion boosts flexibility for advertisers targeting Netflix’s 94 million monthly ad-tier users across 12 countries, with new capabilities for first-party data and interest-based buying. Our take: With its Ads Suite now live globally, Netflix is done crawling—it’s competing directly with YouTube and social platforms for CTV budgets. As its per-user ad revenues rebound and its content ecosystem broadens, Netflix is evolving into a full-funnel marketing platform poised to reshape premium video monetization.

The news: The Trade Desk has partnered with Rembrand to bring AI-generated in-content product placements to its Kokai platform. Advertisers can now programmatically insert branded elements like packaging or signage into videos across the open internet and connected TV. Rembrand claims these placements increase unaided awareness by 1.5x and boost brand recall by up to 31%. TTD also added three AI creative partners: Nova, Spaceback, and Bunny Studio. Our take: This marks a shift toward immersive, scalable ad formats that don’t disrupt the viewer experience. The move strengthens TTD’s AI credentials while giving brands new ways to be seen—without being skipped.

Advertisers’ push for a unified strategy across retail media, loyalty programs, and merchandising is raising the bar on data and transparency. Paul Lentz, executive director and head of strategic development at CVS Media Exchange, shares how new collaborations—from The Trade Desk to social platforms—can help brands see every ad dollar’s impact.

The news: The Trade Desk unveiled Deal Desk, a new tool to fix the inefficiencies in private marketplace buying, where up to 90% of structured deal IDs fail to scale. By automating deal creation via API and surfacing metadata like fit and availability, Deal Desk aims to save time and unlock premium inventory. Our take: As PMP spending overtakes open exchange buys, The Trade Desk is shoring up the backend infrastructure that supports this shift. Deal Desk positions the company to capture more high-value spend and offers a cleaner path to scale in a fragmented programmatic landscape.

Nearly two-thirds of digital advertising spending in 2025 will be delivered on mobile devices. Tariffs may dampen spending growth but shouldn’t reduce mobile’s share of the digital advertising pie.

After last quarter’s rare miss, The Trade Desk delivers: Strong earnings and UID2 adoption signal confidence for 2025 and beyond.

Its new tool helps advertisers dodge harmful content without overblocking, giving brands clearer control over where their ads show up.

Retail media networks (RMNs) are eyeing the open web as an opportunity for scaled growth, but successfully integrating retailer data off-platform won’t happen overnight.

First-party data is becoming essential: As third-party cookies disappear, brands like The New York Times, Disney, and McDonald’s are leveraging direct consumer relationships to improve ad targeting and measurement.

The Trade Desk and publishers push for a more efficient open internet: Media leaders see programmatic as a way to unlock ad opportunities while reducing reliance on walled gardens and improving supply chain transparency.

How can Spotify grow its advertiser appeal? The music platform must tread carefully to attract advertisers while retaining customers.

AppLovin exits gaming in $900M sale to focus on AI-driven adtech: The company sells its entire "apps business," shifting its strategy to prioritize ad mediation, automation, and performance-based advertising.

The Trade Desk misses big in Q4: Results landed far below expectations, but a busy 2025 lies ahead.

LiveRamp CEO's growth strategy: Neutral positioning and network effects fuel commerce media and CTV expansion as ad budgets rebound.

The Trade Desk bolsters its data by acquiring Sincera: The deal hints at a future for DSPs, which face increased competition from sellers.

DoorDash aims to transform how brands connect with customers through two new partnerships intended to make ads more relevant and shopping more personalized.