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OpenPath

OpenPath

Programmatic AdvertisingProduct· part of The Trade Deskthetradedesk.com

OpenPath is a programmatic supply-chain product launched in 2022 by The Trade Desk that enables its demand-side platform to bypass supply-side platforms and bid directly on publisher inventory.

Last updated Oct 5, 2026 by the ATDb Editorial Team

Founded
2022
HQ
Ventura, California, United States
Parent
The Trade Desk
Connections
14

AI-drafted from public sources5 sources cited

At a glance

Stock
TTD
3integrations10competitors1corporate family
Supply Side Platform (SSP)

About

The Trade Desk's proprietary direct-to-publisher supply path, competing with traditional SSPs for a share of the programmatic supply chain

OpenPath is a programmatic supply-chain product launched in 2022 by The Trade Desk that enables its demand-side platform to bypass supply-side platforms and bid directly on publisher inventory. It connects advertisers with thousands of publishers — ranging from A+E Networks to Encyclopedia Britannica — including those offering in-demand connected TV inventory. OpenPath is designed to make the ad-buying process simpler and more transparent, and is positioned as a key component of The Trade Desk's broader commitment to fostering a more competitive digital media ecosystem. However, some of the largest agency holding companies, including Dentsu and WPP, have pulled back from OpenPath, citing concerns about a lack of transparency regarding where ads run and how costs are structured within the product. Source 1: digiday.com — Media buyers shift spend from The Trade Desk's OpenPath ... Source 2: adtechexplained.com — The Trade Desk OpenPath and the future of SSPs Source 3: thecurrent.com — What the Tech is OpenPath? - The Current Source 4: adweek.com — EXCLUSIVE: Dentsu and WPP Quietly Exited The Trade ...

Business model

Platform / Direct Supply Integration

Target market

Enterprise

What they offer

  • OpenPath Direct Integration

    A Prebid-based direct connection between The Trade Desk's DSP and publisher ad servers, bypassing traditional SSP intermediaries for select inventory.

  • Prebid.js Adapter

    An open-source Prebid adapter that publishers install to make their inventory available directly to The Trade Desk's bidding infrastructure.

  • Supply Path Transparency Reporting

    Auction-level transparency tools that give buyers and publishers visibility into bid dynamics, fees, and inventory quality along the OpenPath supply chain.

Key features

Direct DSP-to-publisher integration via PrebidSSP intermediary bypass for reduced feesFirst-look access to premium publisher inventoryImproved bid signal fidelity and data accuracyAuction transparency and supply chain accountabilityCompatibility with existing Prebid header bidding setups

Use cases

Premium publishers seeking direct access to The Trade Desk's advertiser demandAdvertisers wanting cleaner, more transparent programmatic supply pathsSupply path optimization (SPO) strategies for agency trading desksReducing intermediary costs in open web programmatic buyingHeader bidding integration for direct DSP demand

Customer segments

Premium digital publishersNews and media organizationsProgrammatic advertisers using The Trade DeskAgency trading desksDirect-to-consumer brands running programmatic campaigns

Tech & specs

Technology stack

Prebid.js (open-source header bidding)Real-time bidding (RTB) infrastructureThe Trade Desk Solimar platformOpenRTB protocolUnified ID 2.0 (UID2)

Security & compliance

GDPRCCPAIAB TCF 2.0ads.txt / sellers.json compliance

Deployment

Cloud

API

Yes

Explore further

3 views
On the AtlasSSPs & Ad ExchangesOn the Mapby country + regionOn the GraphNetwork around OpenPath