Press release
The Trade Desk Adds More Publishers to OpenPath, Enabling Advertisers to Directly Access Premium Publisher Inventory
BuzzFeed, Los Angeles Times, Forbes, Mediavine and Red Ventures to Join OpenPath VENTURA, Calif.--(BUSINESS WIRE)-- Global advertising technology leader, The
About this update from The Trade Desk, Inc.
[{"type":"text","content":"\nBuzzFeed, Los Angeles Times, Forbes, Mediavine and Red Ventures to Join OpenPath\n\n VENTURA, Calif.--(BUSINESS WIRE)--\nGlobal advertising technology leader, The Trade Desk (Nasdaq: TTD), today announced more publishers have joined OpenPath, their proprietary product designed to provide advertisers with direct access to premium digital advertising inventory. Publishers including BuzzFeed, Los Angeles Times, Forbes, Mediavine and Red Ventures, whose publishing brands include Healthline Media and CNET, have now joined the initiative.\n\nSince OpenPath launched in February 2022, more than 100 premium publishers globally have registered interest in the product as they look to maximize revenue from advertising impressions. 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.\n\nInitial OpenPath publisher partners include Reuters, The Washington Post, Gannett | USA TODAY Network, Conde Nast, McClatchy, Advance Local, MediaNews Group, Tribune Publishing, Nexstar Digital and CafeMedia, among others.\n\n“Journalistic media have been very enthusiastic supporters of OpenPath because they understand the importance of a competitive and transparent market in preserving their advertising yield,” said Jeff Green, Co-founder, Chairman and CEO, The Trade Desk. “As the industry adapts to a new, opt-in identity landscape, these publishers also recognize the power of OpenPath to help them activate their first-party subscriber data in a way that provides relevance to advertisers and more privacy control for consumers.”\n\nWith this announcement, The Trade Desk remains committed to serving only advertisers. Since its inception, the company has worked to increase supply chain optimization and transparency on behalf of its advertising clients. OpenPath is the most significant step yet in this effort. The Trade Desk is not entering the supply side of digital advertising and will not provide supply side services, such as yield management. OpenPath provides publishers the ability to have direct access to advertiser demand and continue to leverage their existing yield management tools and partners.\n\nPublishers comment on OpenPath:\n\nBuzzFeed\n\n“We're always looking for progressive solutions that benefit our advertising ecosyste...