Marketing Adtech Digital Advertising

The Trade Desk takes aim at Google’s Open Bidding with OpenPath


By John Glenday | Reporter

February 16, 2022 | 3 min read

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.

The Trade Desk is preparing for ’nuclear war’ in digital media as the much-herladed demise of third-party cookies triggers a shake-up in identity solutions.

For more articles like this, why not sign up to our weekly media newsletter here.

Marketing Adtech Digital Advertising

Content created with:

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, and optimise more expressive data-driven digital advertising campaigns across ad formats, including display, video, audio, native and, social, on a multitude of devices, such as computers, mobile devices, and connected TV. Integrations with major data, inventory, and publisher partners ensure maximum reach and decisioning capabilities, and enterprise APIs enable custom development on top of the platform. Headquartered in Ventura, CA, The Trade Desk has offices across North America, Europe, and Asia. To learn more, visit or follow us on Facebook, Twitter, and LinkedIn.

Find out more

More from Marketing

View all


Industry insights

View all
Add your own content +