By AdExchanger
Publication Date: 2026-03-12 04:03:00
Jeff Speaks
“Are you Ad Tech God?”
That was Ari Paparo’s first question for Trade Desk CEO Jeff Green during the closing fireside at Marketecture Live in New York City on Wednesday.
“I’m too busy,” Green said, taking a sip of water.
“Too busy to post on social?” Paparo shot back, eliciting a chuckle from the room and from Green, who’s had some salty words for the trade press on LinkedIn lately in response to critical coverage of The Trade Desk.
With that elephant acknowledged, Paparo peppered Green with questions about everything from chatbot advertising and the future of Amazon’s DSP to, colorfully, why everyone is “up your ass on OpenPath.”
Green teased that advertisers will “soon” be able to buy chatbot inventory via The Trade Desk – widely read as a nod to OpenAI – and argued that conversational AI needs a new ad model rather than a warmed-over AdWords clone.
He also doubled down on his take that the Amazon DSP might not exist in five years, not because Amazon’s ad business is weak, but because the real upside is in high-margin sponsored listings and Prime Video – i.e., embracing O&O, not wading deeper into the open internet.
As for OpenPath, Green’s answer to why everyone is “up [his] ass” is that the product shines a light on – and therefore undercuts – middlemen who are “trying to exploit inefficient supply paths” rather than make them more efficient.
It’s tough out there for a martyr.
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