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    The Trade Desk is rolling out OpenPath to CTV

    In February 2022, The Trade Desk stirred debate with the debut of OpenPath. This initiative saw it integrate directly with publishers in a manner that some interpreted as the demand-side platform effectively cutting out supply-side platforms.

    Two years later, the industry’s largest independent DSP is following through, this time extending OpenPath to CTV media owners, with separate sources from both the buy- and sell-sides of the industry telling Digiday The Trade Desk began opening such negotiations in recent months.

    According to documentation seen by Digiday, Cox Media Group and Zilio have already been confirmed as trading their CTV inventory on the platform. The Trade Desk later confirmed this with Digiday.

    Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.

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