The Trade Desk Faces New Challenges Ahead of 2026
The Trade Desk (NASDAQ: TTD) has reported its first revenue miss in years as it heads into 2026, altering investor perceptions. Despite maintaining over 95% customer retention and significant investments in AI and identity, the company faces intensified competition, especially from Amazon, which surpassed $50 billion in advertising revenue this year.
The competitive landscape has shifted, with Amazon securing key partnerships, including with Netflix, enhancing its position in connected TV (CTV)—a crucial area for The Trade Desk’s growth strategy. While The Trade Desk continues to advocate for an open-internet approach, the shift towards walled gardens presents risks to its inventory access and relevance in the marketplace.
