VENTURA, CA – February 15, 2022 – Global advertising technology leader, The Trade Desk (Nasdaq: TTD), today announced the launch of OpenPath, a new product designed to provide advertisers with direct access to premium digital advertising inventory. Initial publisher partners to join OpenPath include Reuters, The Washington Post, Gannett | USA Today Network, Conde Nast, McClatchy, Hearst Magazines, Hearst Newspapers, Advance Local, MediaNews Group, Tribune Publishing, Nexstar Digital and CafeMedia, among others.
OpenPath enables publishers the ability to integrate directly with The Trade Desk. In doing so, advertisers can gain direct access to advertising impressions created by those publishers, and publishers are better positioned to maximize revenue from those impressions. In this way, OpenPath aims to remove the inefficiencies often present in the programmatic supply chain for digital advertising, including opaque and harmful privileges of the walled gardens.
“OpenPath levels the playing field for advertisers, ensuring they get transparent and objective access to the very best digital advertising inventory, starting with many of the world’s top journalistic outlets,” said Jeff Green, co-founder, chairman and CEO, The Trade Desk. “OpenPath is an excellent example of industry leaders working together to advance an open market that ensures transparent price competition and maximizes value for both advertisers and publishers. With that in mind, as OpenPath launches, The Trade Desk will turn off Google Open Bidding on its platform.”
With this announcement, The Trade Desk remains committed to serving only advertisers. Since its inception, the company has worked to increase supply chain optimization and transparency on behalf of its advertising clients. OpenPath is the most significant step yet in this effort. At the same time, OpenPath provides publishers with direct access to advertiser demand, and the ability to continue to leverage their existing yield management tools and partners.