The Trade Desk is exerting its power in the ad industry, and some insiders fear it's becoming more like Google

• The Trade Desk is increasing its influence with publishers.
• Some industry insiders worry it's becoming more like Google.
• The Trade Desk's new competitors are fighting back by going after its margins.

Publisher-focused adtech firms that traditionally work with The Trade Desk, which helps advertisers buy digital ads, are now in competition with it.

The Trade Desk has been aggressively building products that will undercut the business of publisher-focused adtech companies, or "supply-side platforms," according to industry insiders.