Category: In the News

This week’s Media Briefing looks at how The Trade Desk’s relationship with publishers is shifting, offering new incentives, more outreach and a softer approach to get OpenPath deals signed amid increasing competition from other demand-side platforms.

• The Trade Desk is using OpenPath to strengthen publisher ties, offer better incentives, and compete with other DSPs for premium inventory.
• Reddit adds tools to help publishers find and engage with more users, and track more metrics
• French publishers give journalists AI revenue, Fox and News Corp are primed for a new M&A era, and more.

TTD bends to some publishers to smooth OpenPath deals

The detente between the Trade Desk and publishers is starting to look less transactional and more strategic. After years of tension over data access and margins, the ad tech vendor is now offering a clearer path — and better financial incentives — for publishers to directly access its advertisers’ budgets. 

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Marketers have reached an inflection point with media fragmentation, with 54% of advertisers citing it as their top challenge according to research by Amazon Ads. This fragmentation creates friction, especially for advertisers with a regional focus and limited resources. 

The infinite options available — there are more than 32,200 linear channels and 89 unique streaming sources in the U.S. alone — can often feel more like a challenge and less like an opportunity. But by simplifying media planning and buying, leveraging automation and unifying data and audiences across platforms, local advertisers are deriving more value from their campaigns and driving better business outcomes — vital in an environment in which marketers everywhere are forced to do more with less.

While fragmentation continues to challenge local advertisers, the industry is rallying around smarter, more scalable solutions — a theme that continues to come through strongly in conversations, including at Cannes Lions. Much of the discourse is centered on channels that are especially relevant to local advertisers, including streaming video and audio.

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