Trade Desk Touts Direct-To-Publisher Tech, Replacing Google

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By Patience Haggin

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Advertising-technology company The Trade Desk Inc. touted its growing client list of publishers using its new OpenPath product to help digital publishers connect directly to its software during its first-quarter earnings call Tuesday.

The Trade Desk has traditionally provided software for ad buyers, rather than publishers. The new OpenPath product obfuscates the use of Google’s ad-sales software for some transactions, Trade Desk executives said.

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“OpenPath helps eliminate steps in the process where there may be fees or charges with no value in return,” Trade Desk Chief Executive Jeffrey Green said. “Since we announced OpenPath, we have shut down Google’s open bidding on our platform.”

He said that the following publishers had committed to using OpenPath: Reuters, the Washington Post, Gannett’s newspapers, the Tribune Group, Conde Nast publications including Vanity Fair, Vogue and The New Yorker; McClatchy’s newspapers including The Kansas City Star and the Fort Worth Star Telegram; Hearst magazines and newspapers including Cosmopolitan and the San Francisco Chronicle.

Write to Patience Hagin at [email protected]; @patiencehaggin

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Credit: www.marketwatch.com /

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