The Trade Desk (TTD), a provider of ad-buying software, has launched OpenPath, a new offering that gives marketers direct access to premium digital advertising inventory. Publishers can use OpenPath to interface directly with The Trade Desk.
By April 15, 2022, The Trade Desk has informed its advertising technology partners that it plans to leave Google’s Open Bidding platform. The Trade Desk will continue to use Google’s Ad Exchange to make purchases.
Advertisers will have direct access to advertising impressions created by those publishers, and publishers will be in a better position to optimize revenue from those impressions thanks to the new technology.
OpenPath attempts to eliminate inefficiencies in the programmatic supply chain for digital advertising, such as the opaque and damaging privileges of the programmatic buyer.
The Open Path solution will allow publishers to directly solicit bids from their advertising clients, eliminating the need for middlemen. The Trade Desk has reiterated its commitment to servicing only advertising with this announcement.
The Trade Desk will disable Google Open Bidding on its platform with the launch of OpenPath. OpenPath levels the playing field for advertisers, guaranteeing that they obtain transparent and objective access to the best digital advertising inventory, starting with many of the world’s top journalistic publications, according to Jeff Green, co-founder, chairman, and CEO of The Trade Desk.
Green went on to say that OpenPath is a great example of industry leaders working together to promote an open market that assures transparent price competition and maximizes value for both advertising and publishers.
Reuters’ Head of Revenue, Eric Danetz, said, “As the world’s largest supplier of trusted news, we are excited to join with The Trade Desk on a solution that will propel the media industry ahead in a good way.” Any customer connection must be built on trust and transparency.
This approach, according to Trade Desk, will lead advertisers back to trustworthy news settings, where their advertising dollars will reach an engaged audience of globally-minded consumers and professionals, resulting in profitable business outcomes.
They have long thought that a more simplified supply chain benefits both advertisers and publishers, according to Julia Belanger, GM of Zeus at The Washington Post. As they’ve taken control of their programmatic strategy with Zeus, they’ve seen this translate into real money for publishers.
They’re excited to collaborate with The Trade Desk on an OpenPath integration that will provide our Zeus Performance publishers access to this new network, according to Belanger.
According to Tony Berg, Chief Revenue Officer of McClatchy, OpenPath matches with Trade Desk’s goal of creating a transparent, well-lit digital ad environment, driven by journalism that builds communities. They’re ecstatic to collaborate with The Trade Desk on this critical step toward increasing programmatic supply chain efficiency and transparency.
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