Early Life and Education
Jeffrey Terry Green was born on March 24, 1979, and raised in Orem, Utah, in a Mormon family. As a youth, he taught himself to code and build computers. He earned a Bachelor of Arts degree from Brigham Young University in 2001, with a major in English literature and a minor in marketing and accounting. He later pursued a degree in marketing communications at the University of Southern California.
Rise to Success
Green's career in the advertising industry began as a technical account manager in Microsoft's MSN division. In 2003, he co-founded AdECN, a company that pioneered programmatic trading in digital advertising. Microsoft acquired AdECN in 2007, and Green became the COO of AdECN Exchange. In 2009, Green co-founded The Trade Desk with Dave Pickles, a second-generation programmatic advertising technology company that has revolutionized the industry. Under Green's leadership as Chairman and CEO, The Trade Desk launched its successful IPO (NASDAQ: TTD) in September 2016.
Key Business Strategies
The Trade Desk operates a cloud-based technology platform that allows ad buyers to optimize their spending, ensuring that the right ads reach the right customers at the right time. The company specializes in social, mobile, and video advertising. The Trade Desk's revenue in 2024 was $2.44 billion, up 25.63% from the previous year.
Philanthropy
Green is a dedicated philanthropist. In June 2020, he founded the Jeff T. Green Family Foundation. In November 2021, he joined The Giving Pledge, committing to donate 90% of his wealth during his lifetime. The Jeff T. Green Family Foundation has donated to various educational programs. In 2021, it funded the Jeff T. Green Family Foundation Scholarship program at California State University Channel Islands (CSUCI). In 2023, the foundation donated an additional $5.2 million to CSUCI for scholarships.