Alphabet Inc.’s Google has crushed almost all its competitors in the world of digital-advertising technology. But one rival is emerging as the best hope to challenge the tech giant–if it manages to keep up its momentum.
The Trade Desk Inc., which specializes in helping companies buy online ads across publishers’ websites, has done what others failed at: eating into Google’s share of the market. While Google dominates that area of ad-buying with about 40% of the business, Trade Desk is up to nearly 8% and its share is growing faster than Google’s, according to ad-tech consultancy Jounce Media.
Trade Desk has made inroads versus Google by…
