"Put another way, SSPs are being cut out of deals as much as possible in the interest of supply-path optimization - which means more demand is flowing through OpenPath, TTD's direct connection to publishers. Oh, and TTD gets more revenue in the long run. But should all SSPs really be classified as resellers? Under the IAB's ads.txt spec , publishers can declare SSPs as either direct or indirect sellers of their ad inventory. And if the SSP is authorized as a direct seller in ads.txt, then it "is indeed a direct supply chain," according to Jounce . But a recent update to TTD's partner portal says: "We consider SSPs to be intermediaries because they are not a direct path to inventory." That's why, when a publisher sells inventory through an SSP and OpenPath, TTD's Kokai platform penalizes the SSP path and prioritizes OpenPath . TTD defends this approach by noting some SSPs take exorbitant cuts of publisher revenue and claiming that OpenPath funnels more money to pubs. But one anonymous source tells Digiday they've seen publisher payouts drop 50% as TTD directs more spend to OpenPath."
"Blinded With Science As a result, Bluesky has now started boosting referral traffic for some of those scientists, including marine biologist David Shiffman. Interestingly, Ars Technica's own social media manager was able to corroborate Shiffman's claims about referral traffic. While its X audience has remained fairly static, its Bluesky audience has grown 63% so far this year, surpassing X traffic "for the first time" this summer. Like any social media platform, Bluesky might not be for everybody. Much has been written, for example, about its user base tending toward left-leaning political views. But as Shiffman puts it, "I don't use social media to argue with strangers about politics. I use social media to talk about fish.""
The Trade Desk is shifting demand toward OpenPath, its direct connection to publishers, as part of supply-path optimization and to increase revenue. TTD's partner portal classifies SSPs as intermediaries rather than direct inventory paths, and the Kokai platform penalizes SSP routes when publishers sell through both SSPs and OpenPath. TTD contends OpenPath sends more money to publishers and cites some SSPs' large revenue cuts, but an anonymous source reported publisher payouts falling by 50% as spend moved to OpenPath. Separately, Bluesky has increased referral traffic for scientists and seen audience growth, with some users favoring topic-focused engagement.
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