Jeff Green is leaning into LinkedIn.
After months of posting sparingly, The Trade Desk CEO has ramped up his activity—sharing nearly one post a day over the past week. Green has published five original posts (including one likely prompted by the Google antitrust adtech decision) and reshared another—an unusually high frequency for the typically reserved exec (at least on social media). Here’s a sampling from the past week:
Why This Matters:
Does this matter? Sort of. Green’s sudden shift to a more vocal presence—touching on everything from his family to the open internet—comes at a time of heightened pressure for The Trade Desk to solidify its position in the DSP market. It also follows the company’s disappointing Q4 earnings, marking the first time TTD has ever missed expectations. Since February 12, the stock has dropped from over $122 to just under $48—a 60% decline over the last six months.
Rather than retreat, Green appears to be leaning in. He’s using LinkedIn to champion the open internet, promote ad transparency, and highlight the scale of TTD’s operations. It’s a clear attempt to reframe the narrative and rally support across clients, employees, and investors.
Experts React:
Here’s what comms expert Joe Zappa had to say about the change in approach:
Though there is some debate as to whether or not the strategy is landing (see the comments within the thread).
Our Take:
This is a classic case of executive brand as corporate defense. Green is stepping into the vacuum of market confidence with leadership visibility, and that’s commendable, especially as The Trade Desk faces pressure on multiple fronts.
While many CEOs retreat when the numbers disappoint or the narrative turns, that’s clearly not the case here. Of course, whether it works will depend on what The Trade Desk does next–not just what Jeff says.
