WEBVTT

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The easiest way to think about open path

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is just the most direct connection

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that the Trade Desk can have with our premium

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and strategic publishers.

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It's not a marketplace. We don't run an exchange.

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Alls we're trying to do is shrink the distance,

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both physical as well as technologically Between us

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and the publisher, there's a tremendous amount of value

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that we're able to capture, and it

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happens in a few different ways.

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First is time itself in programmatic,

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when we're talking about milliseconds mattering in terms

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of the overall success in our ability to bid effectively,

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if there's one less hop that our bid has to go through,

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what we gain is time.

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That means our bid is back to the publisher

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and we're able to win impressions at a far greater speed.

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The other is just signal or data itself.

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We know from our connections with publishers

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that everything they're sending us is true.

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They're not sending us more avails than they have

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less avails than they have.

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We know the metadata associated to

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with each impression is accurate,

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and that we're able to then effectively judge the quality

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of every single bit impression we receive.

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And it also gives us a benchmark to measure all paths

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in terms of how effective they are or how true they are.

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In some ways, the beauty of Open Path is its simplicity.

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It's just a simple direct connection to a publisher,

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and that simple direct connection allows us

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to contrast all other paths against it.

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When we strip away all the noise

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and all the games, the most simple direct path

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can be accretive to understanding how effective

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and successful all paths that we may transact on are.