The Trade Desk Swipes at Walled Gardens in New Brand Campaign

The Trade Desk launched a salvo against walled gardens like Google, Meta, and Amazon in its new brand campaign.

“Own Your Future,” released Thursday, positions the Trade Desk as a company dedicated to helping advertisers find the right opportunities across the open web, “without any conflicts of interest.”

The campaign will be activated on connected TV, digital out-of-home, display, mobile, and paid and organic socials through the end of this year. It was produced by The Trade Desk’s in-house creative team, including video editor Alexander Morris, copywriter Pete Harmelin, art director Tim Bumatay, and creative director Evan Lambert.

In a few months, the new campaign will replace the Trade Desk’s previous “What Matters” campaign, the firm’s chief marketer Ian Colley told ADWEEK.