OpenPath among Freestar’s top demand sources

Forget the race to the bottom. The digital ad industry is in a “flight to quality,” according to Freestar CEO Kurt Donnell. One reason why is because publishers can now work more closely with the buy side via direct DSP connections, such as The Trade Desk’s OpenPath. Freestar integrated OpenPath for its publisher ad network’s display and video inventory in late 2022. After six months, ad spend flowing to Freestar publishers via The Trade Desk (TTD) had doubled, Donnell said, and pubs now see 3x higher inventory fill rate from TTD demand and 27% higher programmatic revenue from these buyers.