The Trade Desk Launches OpenPath, Giving Advertisers Direct Access to Publishers’ Premium Ad Inventory

Reuters, The Washington Post, Gannett | USA Today Network, McClatchy, Hearst Magazines, Hearst Newspapers, Tribune Publishing, Conde Nast, Nexstar Digital among top publishers to join OpenPath

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. Early publishing 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 allows publishers to integrate directly with The Trade Desk. By doing so, advertisers can directly access ad impressions created by these publishers, and publishers are better positioned to maximize revenue from these impressions. In this way, OpenPath aims to remove the inefficiencies often present in the programmatic digital advertising supply chain, including the opaque and harmful privileges of walled gardens.

“OpenPath levels the playing field for advertisers, ensuring they get transparent and objective access to the best digital ad inventory, starting with many of the world’s top news outlets,” said Jeff Green, co. -founder, president and CEO of The Trade Desk. . “OpenPath is a great example of industry leaders working together to advance an open marketplace that ensures transparent price competition and maximizes value for advertisers and publishers. With this in mind, when launching OpenPath, The Trade Desk will disable Google Open Bidding on its platform.

With this announcement, The Trade Desk remains committed to serving advertisers only. Since its inception, the company has strived to increase supply chain optimization and transparency on behalf of its advertiser clients. OpenPath is the most significant step to date in this effort. The Trade Desk does not enter into the supply side of digital advertising and will not provide supply services, such as yield management. OpenPath gives publishers direct access to advertiser demand and the ability to continue to leverage their existing performance management tools and partners.

Select Editors Comments on OpenPath:

Reuters “As the world’s leading provider of trusted news, we are delighted to partner with The Trade Desk on a solution that will positively move the media industry forward,” said Eric Danetz, chief revenue officer, Reuters. “Transparency and trust are essential to any customer relationship. We expect this solution to guide advertisers to trusted information environments where their media dollars will reach engaged audiences of globally-minded individuals and professionals while driving successful business results.

Conde Nast “Conde Nast strives to help our advertising clients leverage both our influential content and our first-party data offerings,” said Deborah Brett, global head of revenue operations and innovation at Conde Nast. company, Conde Nast. “We call this our IP/1P strategy. We’re excited to work with The Trade Desk on OpenPath to enable deeper conversations with our customers about inventory transparency and performance, further strengthening how our brands and data solutions drive the results that matter most. for them.

The Washington Post/Zeus “We have long believed that a more streamlined supply chain benefits both advertisers and publishers. With Zeus, we’ve seen that translate into real revenue for publishers as they take control of their programmatic strategy,” Julia Belanger, CEO of Zeus told The Washington Post. “We are thrilled to partner with The Trade Desk, creating an OpenPath integration that gives our Zeus Performance editors access to this new network.”

McClatchy “OpenPath aligns with our goal of creating a transparent, well-informed digital advertising environment driven by journalism that strengthens the communities we serve,” said Tony Berg, chief revenue officer at McClatchy. “We are delighted to partner with The Trade Desk on this important step to improve the efficiency and transparency of the programmatic supply chain.”

local advance “At Advance Local, we have always supported our journalistic mission in helping advertisers reach engaged and informed local audiences who are invested in the future of the communities we serve,” said Jeff Sutton, Programmatic vice president, Advance. Local. “We have always believed that a transparent marketplace that maximizes publisher revenue while optimizing ROAS for the advertiser is critical to the future of the open web, and we are proud to work closely with The Trade Desk to support this important initiative.”

Digital Nexstar “Nexstar Digital, 7and the largest digital news and information property with over 120 million unique units per month as of December 2021 according to Comscore, prides itself on producing premium local and national news content that delivers highly engaged audiences and valuable with buying power,” said Lori Tavoularis, chief revenue officer, Nexstar Digital. “We are thrilled to partner with OpenPath with The Trade Desk and support innovation that drives greater transparency, accountability, and efficiency in the programmatic ecosystem.”

CafeMedia “The Trade Desk’s OpenPath tool offers a new way for advertisers to support quality content creators on the open web, including the 3,500 independent publishers we represent,” said Paul Bannister, Chief Strategy Officer, CafeMedia. “OpenPath will push digital advertising toward a greater sustainable and transparent ecosystem where advertisers can achieve exceptional performance while funding quality content.”

The Trade Desk has notified ad technology partners that it plans to leave Google’s Open Bidding platform by April 15, 2022. The Trade Desk will continue to buy through the Google Ad Exchange.

For more information about OpenPath, visit

About the Trade Desk

The Trade Desk™ is a technology company that empowers ad buyers. Through its self-service cloud platform, ad buyers can create, manage and optimize digital ad campaigns across all ad formats and devices. Integrations with leading data, inventory, and publisher partners ensure maximum reach and decision-making capabilities, and enterprise APIs enable custom development on top of the platform. Based in Ventura, California, The Trade Desk has offices in North America, Europe and Asia-Pacific. To learn more, visit or follow us on Facebook, Twitter, LinkedIn and Youtube.

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