Why The Trade Desk is pushing the ad industry so hard to not let the walled gardens decide its fate


Michelle Hulst COO, The Trade Desk

In this episode, The Trade Desk’s Chief Operating Officer, Michelle Hulst, discusses the “real anxiety” marketers felt upon learning of the upcoming deprecation of third-party cookies, and why she was initially frustrated when Google delayed the timeline.

At the same time, Hulst believes this period of adjustment is exactly what digital marketers needed to rethink how they connect with consumers, and to reaffirm the ‘quid pro quo’ between advertising and customers.

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Meet our host: Mike Shields

Mike Shields is the founder of Shields Strategic Consulting. Shields covered the ad business for over 15 years at top publications including The Wall Street Journal, Business Insider, Adweek and Digiday.

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