Jeff Green
Born
Jeffrey Terry Green

1976 or 1977 (age 46–47)[1]
NationalityAmerican
EducationBrigham Young University, University of Southern California
OccupationBusinessman
Known forCo-founder of The Trade Desk, co-founder of AdECN
TitleChairman and CEO, The Trade Desk

Jeffrey Terry Green (born March 15, 1977) is an American billionaire businessman, who co-founded AdECN, a demand-side advertising platform, which was acquired by Microsoft in 2007. Following two years at Microsoft, Green left to co-found buy-side digital advertising platform The Trade Desk, of which he is chairman and CEO.

Early life

Green earned a Bachelor of Arts degree from Brigham Young University in 2001 [2] and a degree in marketing communications from the University of Southern California.[3]

Career

Green started his career as technical account manager in the MSN division of Microsoft, based in Salt Lake City.[4] In 2003, he founded AdECN[5] to bring programmatic trading to digital advertising. AdECN became the first demand-side advertising exchange service, which he sold to Microsoft in 2007,[1] becoming COO of AdECN Exchange. In 2009, Green co-founded The Trade Desk, a second-generation, programmatic advertising technology company, with fellow former Microsoft employee Dave Pickles.[1][6][7]

In September 2016, The Trade Desk launched its IPO (NASDAQ: TTD),[8] with an opening day reported as “a huge vote of confidence for the demand-side platform,”[9] and since cited as one of the best-performing stocks in the market,[10][8][9] with its stock trading at nearly 14 times the IPO price less than three years later.[10]

Green has appeared on Bloomberg TV, Business Insider, CNBC, Fox Business, NPR and The Wall Street Journal. In 2017, he appeared on 60 Minutes to discuss how consumers can avoid fake news[11][12] and, in 2019, Green launched an instructional video series on digital advertising concepts.[13]

On August 23, 2019, Green sold 288,000 shares of The Trade Desk at an average price of $258.27 per share for a total sale of $74.4 million.[14]

Affiliations and awards

From 2011 to 2012, Green served on the Networks and Exchanges Quality Assurance Guidelines Committee for the Interactive Advertising Bureau (IAB).[6] Green also served on the boards of European global advertising technology companies Falk Technologies and IncreaseOnline, and has served as an advisor to AppNexus and SiteWit.[6]

In 2015, Green was among the American Marketing Association 4 Under 40 Emerging Leaders;[15] Forbes named The Trade Desk to its top 10 of America's Most Promising Companies;[16] and Green and Pickles were also both named Ernst & Young Entrepreneur of the Year Award recipients in the Greater Los Angeles region,[6][17] for which Green had also been a finalist in 2014.[18] Green and The Trade Desk support NPOs Water.org, The Charity Defense Council, Thorn, and Not Impossible.[11]

Personal life

Green lives in Newbury Park, California, in Thousand Oaks, northwest of Los Angeles.[3][19] He is divorced and has two sons and a daughter.[20] He served a mission for the Church of Jesus Christ of Latter-day Saints in the California Ventura Mission, but is now disassociated, having publicly criticized the church in 2021 for hindering equality and global progress,[20] resigning his membership in 2021,[21] and donating $600,000 to an LGBTQ rights organization.[22] An "aggressive philanthropist", according to the Wall Street Journal, he started the Jeff T. Green Family Foundation in June 2020[23] and joined The Giving Pledge in November 2021,[24][25] promising to donate 90 percent of his wealth during his lifetime.[26][27]

References

  1. 1 2 3 Tom Metcalf (31 August 2018). "Ad Man Inspired by Goldman Becomes a Billionaire". www.bloomberg.com. Retrieved 2 February 2020.
  2. ↑ Brigham Young University Alumni Directory 2009 Page 633
  3. 1 2 "Forbes profile: Jeff Green". Forbes. Retrieved 10 February 2020.
  4. ↑ "Executive Profile: Jeffrey Terry Green". Bloomberg LP. Retrieved 2 February 2020.
  5. ↑ AdAge
  6. 1 2 3 4 "The Trade Desk Inc. (TTD), Interview with Jeff Green, CEO" Nasdaq; Nov. 8, 2016.
  7. ↑ Chowdhry, Amit "How Jeff Green Took The Trade Desk From A Simple Idea To A Programmatic Ad Giant" Forbes; Dec. 12, 2017.
  8. 1 2 Shields, Mike "The Trade Desk Surges in First Day of Trading' Sept. 21, 2016.
  9. 1 2 O'Reilly, Lara "Trade Desk CEO hopes IPO will rebuild 'trust' between ad tech companies and Wall Street" Business Insider; Sept. 26, 2016.
  10. 1 2 Duberstein, Billy "Is The Trade Desk a Buy?" The Motley Fool; July 16, 2019.
  11. 1 2 "Jeff Green", Leadership The Trade Desk; 2020.
  12. ↑ Pelley, Scott "How fake news becomes a popular, trending topic" Sixty Minutes; March 26, 2017.
  13. ↑ The Trade Desk "In Human Terms" YouTube; 2020.
  14. ↑ "The Trade Desk Inc (TTD) President and CEO Jeffrey Terry Green Sold $74.4 million of Shares". finance.yahoo.com. 27 August 2019. Retrieved 2020-03-12.
  15. ↑ "4 Under 40 Emerging Leaders Award" American Marketing Association; 2015.
  16. ↑ "America's Most Promising Companies Forbes; 2015.
  17. ↑ "Form S-1" UNITED STATES SECURITIES AND EXCHANGE COMMISSION (SEC); Aug. 22, 2016.
  18. ↑ "Advertising Week APAC 2018 Speakers" Advertising Week; 2018.
  19. ↑ "The Trade Desk CEO Jeff Green on 'Mad Men' and Miles Davis". The Financial Times. 28 January 2018. Retrieved 19 September 2018.
  20. 1 2 "Utah native billionaire Jeff T. Green quits LDS, says Mormonism "hindered global progress"". Newsweek. 2021-12-21. Retrieved 2021-12-31.
  21. ↑ "Wealthiest Utah native resigns from the LDS Church". The Salt Lake Tribune. Retrieved 2021-12-20.
  22. ↑ Utah billionaire leaves Mormon church, donates $600,000 to LGBTQ groups NBC. Access February 9, 2023.
  23. ↑ Google Crushed Many Digital Ad Rivals. But a Challenger Is Rising. Wall Street Journal. Access February 9, 2023.
  24. ↑ The Giving Pledge Welcomes 14 New Signatories Panthera. Access February 9, 2023.
  25. ↑ Here Are The Super-Rich Vowing To Donate Most Of Their Wealth Forbes. Access February 9, 2023.
  26. ↑ Utah Billionaire Pledges To Give Away 90 Percent of His Fortune To Help Others Newsweek. Access February 9, 2023.
  27. ↑ Biggest CEO Pay Package So Far? $835 Million to the Head of an Ad-Tech Firm Wall Street Journal. Access February 9, 2023.
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