Amazon will not beat The Trade Desk.
No one can deny that Amazon is a competitor to The Trade Desk, but it still isn’t a rival. And that’s because The Trade Desk is the DSP to the open web. It’s big enough that it hasn’t had to lower fees, and has focused on being a good partner to its agency clients.
And while Amazon will continue to try and claw away at advertisers’ TTD budget (we’ve already seen from reports of Amazon offering like-for-like tests, funded by Amazon) as part of its wider aim for its DSP to become the backbone for the open web.