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.”
“We have long believed that a more streamlined supply chain benefits both advertisers and publishers. With Zeus, we have seen this translate into real revenue for publishers as they’ve taken control of their programmatic strategy,” said Julia Belanger, GM of Zeus at The Washington Post. “We’re pleased to partner with The Trade Desk, creating an OpenPath integration that enables our Zeus Performance publishers access to this new network.”