Xumo Gets Direct With The Trade Desk | AdExchanger

"Which explains why Xumo, the TV and streaming distributor jointly owned by Comcast and Charter, announced on Thursday that it is integrating with OpenPath, The Trade Desk's direct-to-publisher demand channel. Xumo also unveiled an identity framework at CES this month that improves targeting and measurement, including with The Trade Desk's Universal ID 2.0 (UID2) initiative, as well as TransUnion, LiveRamp's RampID and Yahoo's ConnectID."

"The Trade Desk launched OpenPath in 2022 and expanded it to include connected TV in 2024. Vizio, Cox, Disney and Fox are among the streaming broadcasters already using OpenPath. While OpenPath is available through all the major CTV ad servers, according to The Trade Desk, Xumo is the first CTV publisher to integrate with it using FreeWheel as its ad server."

"There is a reason that SPO has been all the rage in the TV ad industry: it simplifies convoluted buying processes and, in turn, creates efficiencies and value. TV advertisers are also unaccustomed to data sellers and tech vendors in the supply chain taking double-digit percentages of the total media budget, so increasing their rate of spend on media is a priority."

Xumo integrated with OpenPath, The Trade Desk's direct-to-publisher demand channel, and unveiled an identity framework supporting UID2, TransUnion, RampID and ConnectID. Xumo is jointly owned by Comcast and Charter and became the first CTV publisher to integrate OpenPath using FreeWheel as its ad server. The Trade Desk launched OpenPath in 2022 and extended it to connected TV in 2024, with Vizio, Cox, Disney and Fox already using it. Supply path optimization reduces intermediaries, removes SSP layers, increases efficiency and aims to shift more advertiser budget toward media and premium video.

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