The Trade Desk’s TV move ramps up Google pressure—ad tech marketers weigh in

A new front has opened in the ad tech battles between Google and its scrappy rival The Trade Desk, the demand-side platform which officially announced this week that it developed a TV operating system. The TV software move could give The Trade Desk a better position in the future of programmatic advertising, which increasingly is moving to connected TVs, according to ad tech and media experts.