# Trade Desk reprices options to stop talent drain

> The ad-tech company is lowering stock option prices to retain employees as its share price has collapsed.
- Title: Trade Desk reprices options to stop talent drain · Adweek
- Summary: The ad-tech company is lowering stock option prices to retain employees as its share price has collapsed. When stock options become worthless, companies can…
- Keywords: the trade desk, stock options, employee retention, repricing, stock decline, adtech, jeff green, layoffs, compensation, Trade, Desk, reprices
- Source: Adweek — https://adweek.com/media/trade-desk-stock-slide-employee-retention-reprice-options
- Author: Kendra Barnett
- Published: 2026-09-24T20:15:51+00:00
- Read time: 1 min
- Topics: the trade desk, stock options, employee retention, repricing, stock decline, adtech, jeff green, layoffs, compensation
## Ad-tech giant faces stock collapse
The Trade Desk, once valued at $69 billion, has seen its stock plummet 90% since late 2024 amid competition from Amazon, executive turnover, and a public dispute with major client Publicis.
## Company cuts 15% of workforce
The Trade Desk laid off 15% of its headcount earlier this month as it grapples with mounting business pressures and the need to stabilize operations.
## Stock options become worthless
Most employees hold options with exercise prices far above current stock levels, making them financially meaningless and threatening to drive talent away.

> the underwater stock options may be perceived by their holders as having little or no incentive and retention effect
## Company reprices 15.6 million options
The Trade Desk is seeking to reset stock option exercise prices to current market levels, with 80% of eligible options held by rank-and-file employees and 10% each for CEO Jeff Green and other executives.
## CEO controls the vote outcome
Jeff Green's super-voting shares give him 50.2% of total voting power, meaning the repricing proposal will almost certainly pass when shareholders vote on October 19.
## Repricing shifts value, not creates it
Analysts note that repricing simply transfers wealth from public shareholders to employees and executives without improving the company's underlying business or value.

> any changes like this don't change the value of the company
## Key takeaway

When stock options become worthless, companies can reset them to current prices to keep employees from leaving, though this shifts value from public investors to staff.