Early Life
Jeff T. Green was born on March 15, 1977, in Salt Lake City, Utah. Due to his father's work, Green's family moved frequently, living in various states. In his youth, Green taught himself to code and build computers, showing an early interest in technology and business. He earned a bachelor's degree from Brigham Young University in 2001, with a major in English literature and a minor in marketing and accounting. He later earned a degree in marketing communications from the University of Southern California.
Rise to Success
Green's career in advertising began at 411 Interactive. He later founded two ad tech startups. One of them, AdECN, he launched in 2003 to bring programmatic trading to digital advertising. AdECN was the first demand-side advertising exchange service, functioning similarly to a stock market. Green sold AdECN to Microsoft in 2007, becoming COO of AdECN Exchange. In 2009, Green co-founded The Trade Desk with Dave Pickles. The Trade Desk is a second-generation programmatic advertising technology company, that went public in 2016, revolutionizing the industry. The Trade Desk specializes in social, mobile, and video advertising.
Key Business Strategies
The Trade Desk's key business strategies include a focus on programmatic advertising, data-driven campaigns, and cloud-based platforms. The company's self-service platform allows buyers to create, manage, and optimize advertising campaigns across various formats and devices. The Trade Desk also emphasizes innovation and has expanded into connected TV and identity solutions. It reported a 95% customer retention rate for 27 straight quarters in 2020, demonstrating its successful business strategies.
Philanthropy
Jeff Green is described as an "aggressive philanthropist" by the Wall Street Journal. He founded the Jeff T. Green Family Foundation in June 2020. In November 2021, he joined The Giving Pledge, committing to donate over 90% of his wealth during his lifetime. The foundation has supported various educational programs. Green's philanthropic efforts also extend to LGBT advocacy and addressing issues like higher dropout rates for minority students.
