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The trials and tribulations of independent ad tech are well documented, and in recent years many of these companies have formed a myriad of coalitions to help members better compete with the duopoly of Facebook and Google, with Amazon quickly rising behind them.
Today, one of the more eminent coalitions, Prebid, received a significant boost by signing on The Trade Desk, an ad-tech company worth nearly $11 billion, as its newest member. The Trade Desk will be the first demand-side platform to join the coalition’s ranks.