The Trade Desk is launching a new product aimed at providing advertisers with more direct access to a list of top publishers such as Washington Post and Reuters, the announcement said.
OpenPath allows publishers to interact directly with the demand-side platform (DSP), creating a clear view of the advertising ideas generated by their sites to advertisers. The idea is to disconnect other players from the supply chain system described by the Trade Desk as “opaque” and threatened with walled gardens.
The Trade Desk is simultaneously shutting down its use of Google’s Open Bidding tool, with plans to vacate the area on April 15. Although DSP will continue to purchase items through Google Ad Exchange, the launch of OpenPath is a broad shot.
Read More: Marketingdive
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