The Trade Desk takes aim at Google’s Open Bidding with OpenPath
The Trade Desk has set itself up as a conduit between advertisers and high-value publishers with a new product designed to level the playing field and increase transparency in an opaque digital sector currently dominated by Google Open Bidding.
The Trade Desk takes aim at Google's Open Bidding with OpenPath
OpenPath does what the name says on the tin by providing advertisers direct access to a host of partner publishers, including The Washington Post, Gannett/USA Today Network, McClatchy, Tribune Publishing and Nexstar Digital.
The product permits advertisers to integrate directly with the adtech business, gaining unfettered access to advertising impressions from specific publishers in the process, while publishers gain the opportunity to maximize revenue.
Touting OpenPath as a more efficient implementation of the programmatic supply chain for digital advertising, The Trade Desk claims its technology can remove opaque practices, harmful privileges and the walled gardens associated with the sector. Reinforcing this message, Google Open Bidding will be turned off in parallel with the debut of OpenPath.
Jeff Green, co-founder, chairman and chief exec of The Trade Desk, said: “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.
“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.”
The Trade Desk will not provide supply-side services, such as yield management, with that responsibility continuing to rest in the hands of existing publisher management tools and partners.
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The Trade Desk
The Trade Desk™ is a global technology company that empowers buyers of advertising. Through its self-service, cloud-based platform, ad buyers can create, manage,...
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