openpath

Does The Trade Desk’s OpenPath row signal a churn in programmatic ecosystem?

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As programmatic buying expands, advertisers increasingly demand transparency, triggering shifts across the ecosystem for agencies, ad-tech platforms and publishers

Kanchan Srivastava Mar 17, 2026 8:44 AM

WPP, dentsu step back from The Trade Desk’s OpenPath over transparency concerns

WPP, dentsu step back from The Trade Desk’s OpenPath over transparency concerns?blur=25

The withdrawal highlights growing tensions between agency majors and ad-tech platforms as control of the programmatic advertising supply chain becomes increasingly contested

e4m Staff Mar 11, 2026 8:53 AM

Trade Desk's OpenPath to give advertisers access to premium digital advertising inventory

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The new tool enables publishers the ability to integrate directly with The Trade Desk

exchange4media Staff Feb 16, 2022 11:03 AM