Supply-path optimization may not be the trendiest three-letter acronym in ad tech anymore, but the SPO trend is still playing out – especially in the CTV category.
Which explains why Xumo, the TV and streaming distributor jointly owned by Comcast and Charter, announced on Thursday that it is integrating with OpenPath, The Trade Desk’s direct-to-publisher demand channel. Xumo also unveiled an identity framework at CES this month that improves targeting and measurement, including with The Trade Desk’s Universal ID 2.0 (UID2) initiative, as well as TransUnion, LiveRamp’s RampID and Yahoo’s ConnectID.
While OpenPath is available through all the major CTV ad servers, according to The Trade Desk, Xumo is the first CTV publisher to integrate with it using FreeWheel as its ad server.