People said that you couldn’t compete with Google. In the world of digital advertising, Google reigns supreme. The company has crushed almost all its competitors, thanks to its unmatched technological capabilities.

However, one rival is emerging as the best hope to challenge Google’s monopoly: The Trade Desk. The company has been growing rapidly in recent years, and it now dominates the field of programmatic advertising.

The company, which went public in 2016, helps advertisers buy ad space on different websites and mobile apps. It has been growing rapidly, reporting sales increases quarter after quarter. In a strong show of faith in the online-advertising industry, Trade Desk Inc. (TTD) reported stronger-than-expected sales and guidance Tuesday amid doubts about the space. It also reported sales of $392 million for the third quarter, beating the $385 million Wall Street was expecting.

Shares soared 15% in extended trading following the report.

Google has responded by slashing prices for some of its advertising products, but The Trade Desk’s CEO Jeff Green says that won’t slow his company down.

“We’re not worried about Google,” he said in an interview with Barron’s. “They’re a great company, but we’re focused on what we’re doing.”

The Trade Desk is also benefiting from the growth of streaming video and audio, which is driving up demand for digital advertising. The company says it expects sales to grow by another 50% this year.

So why is the Trade Desk “Kicking Ass?”

1)   People don’t like Google’s Monopoly: As the giant of online advertising, Google has long been the target of accusations of monopolistic practices. This week, those allegations seemed to gain fresh traction as Bloomberg reported that the Justice Department is preparing to sue the company.The news was seen as a positive for independent ad tech companies, with Jeff Green, CEO of The Trade Desk, telling Bloomberg that it’s “a good time to be an independent ad tech company.”Green added that the allegations against Google are “getting more and more attention in the public,” and that this is good for smaller players in the space. Frankly, he is right, the more they take on Google, the more gravitas and attention it gives the Trade Desk.

2)   It’s a Great Place to Work: The Trade Desk is a great place to work, according to the majority of employees who responded to a recent survey. 93% of respondents said that it was a great place to work, compared to just 57% at a typical U.S.-based company.This high level of satisfaction is likely due to a number of factors, including the company’s strong culture and its focus on employee happiness.The Trade Desk also offers a number of great benefits, including unlimited vacation days, free food and drinks, and flexible working arrangements. All of this contributes to a positive work environment that employees love – and it more important to a company’s success than many people realize.

3)   Transparency is the New Programmatic: Transparency has become an increasingly important issue in the media buying world, as advertisers have become frustrated with the lack of clarity and unfairness in a space that has long been dominated by a handful of platforms.However, there is one company that is emerging as a leader in transparency and fairness: The Trade Desk. The Trade Desk’s commitment to transparency is evident in everything they do. For example, they are the only company that discloses all of their fees up front. They also make all of their data available to clients so they can see where their money is being spent. And they are one of the few companies that allow clients to audit their programmatic campaigns. Then they launched, OpenPath which is seen as leveling the playing field for advertisers who are frustrated with systems that are riddled with fraud and transparency issues.

In an industry that is often shrouded in secrecy, The Trade Desk stands out as a beacon of transparency. Thanks to its commitment to openness and fairness, The Trade Desk is quickly becoming the go-to platform for media buyers who demand honesty and integrity in their advertising partners.

Also, let’s be honest: The Trade Desk is a promising company that could really take off if Google’s ad business is broken up. Google has been dominating the ad market for years, and it’s been tough for anyone else to compete. But if there’s some break up of Google, it will finally give whatever’s left to have an equal competitor. This puts the Trade Desk in a unique place, because they are situated already to compete with Google.

What's your opinion?