The Trade Desk launches Solimar, its argument for the Open Internet Vs. Walled gardens
The Trade Desk’s investment in Chalice is another example of the company’s positioning as the voice of the open Internet against walled gardens. Chalice CEO Heimlich is an avowed antagonist of Google in particular. He did not hesitate to testify before the Senate Judiciary Subcommittee on Antitrust, Competition Policy and Consumer Rights last September, when he called for Google to be forced to withdraw from ad exchange activity if it does not meet open standards.
Chalice initially introduced Green a few months ago regarding a potential personal investment in the startup, Heimlich told AdExchanger. Instead, his team heard from TD7 – a reference to the initial $ 7 million investment that helped The Trade Desk achieve profitability – that The Trade Desk would close the business cycle. Terms of the contract are not disclosed. Math Capital, a venture capital firm backed by ad technology executives linked to MediaMath, has also joined the cycle.
“It is a courageous decision on the part of TD7 and Math Capital to support us,” said Heimlich.
Heimlich said this shows how some companies are “committed to interoperability and openness” for the industry, rather than just as a benefit to their businesses.