"Nine publishers reported strong OpenPath revenue and yields over the last six months, with three noting double-digit growth in CPMs, prompting trials of OpenAds."
"The Trade Desk is temporarily allowing duplicate bids for those integrating with OpenAds, which some publishers see as a chance to maximize demand opportunities."
"While horizontal duplication can be problematic, it may reflect differences in inventory packaging, whereas vertical duplication leads to significant inefficiencies."
OpenPath revenue has remained stable for publishers, with several reporting double-digit growth in CPMs over the past six months. This growth has encouraged trials of OpenAds, The Trade Desk's new digital ad auction. To facilitate onboarding, The Trade Desk is temporarily allowing duplicate bids for those integrating with OpenAds. Publishers are leveraging this opportunity to enhance their revenue streams, despite the irony that OpenAds is designed to control duplication. The Trade Desk acknowledges that not all bid duplication is problematic, as it can indicate differences in inventory management.
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