The world’s largest holding companies are pulling back from one of The Trade Desk’s most closely-watched, and arguably important, initiative: OpenPath.
OpenPath is meant to make ads perform better and help ad buyers directly purchase publishers’ inventory. If successful, it could offer a viable alternative to Google, and CEO Jeff Green bullishly anticipated 2025 as the year it enters the “steep acceleration phase of its S-curved growth.”
But some of the biggest advertisers that had invested in OpenPath have pulled back, wary of what they say is a lack of transparency in where exactly their ads are running alongside what they describe as hidden fees on the platform.