"The detente between the Trade Desk and publishers is starting to look less transactional and more strategic. After years of tension over data access and margins, the ad tech vendor is now offering a clearer path - and better financial incentives - for publishers to directly access its advertisers' budgets. It's a strategic recalibration for the ad tech vendor. With Amazon and Cognitiv making aggressive plays for publisher relationships, The Trade Desk is trying to secure premium inventory outside the walled gardens."
"Initially, OpenPath sparked pushback. On paper, it was framed as a way for advertisers to get cleaner access to publisher supply by bypassing traditional SSPs. In practice, it's been a point of tension. Many publishers saw it less as innovation and more as a power move - a DSP flexing its buying power to strong arm them into making ads available to it on its terms."
The Trade Desk is shifting its publisher strategy from transactional to more collaborative by using OpenPath to offer clearer access and improved financial incentives for publishers to reach advertisers' budgets. The move aims to secure premium inventory outside major walled gardens as rivals like Amazon and Cognitiv pursue publisher relationships. OpenPath initially provoked publisher resistance for appearing to bypass SSPs and leverage DSP buying power, but recent outreach, incentives, and a softer tone are reframing negotiations. Other industry developments include Reddit expanding publisher tools, French publishers allocating AI revenue to journalists, and signs of renewed M&A activity among legacy media companies.
Read at Digiday
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