Publishers see double-digit growth from The Trade Desk’s OpenPath, but volatility remains

In recent months, several publishers have reported double-digit growth in their revenue from The Trade Desk’s OpenPath program, despite the volatility that has characterized the digital ad market. This growth has been driven in part by The Trade Desk’s decision to temporarily allow duplicate bids for publishers integrating with OpenAds, The Trade Desk’s digital ad auction platform, which was launched last October.

The temporary allowance for duplicate bids has been seen as a sweetener by publishers, easing the onboarding process and encouraging them to integrate with OpenAds. One publisher has even stated that they plan to accelerate their integration with OpenAds to capitalize on what they perceive as a "likely temporary window" of opportunity.

Despite the volatility in the market, publishers have reported that OpenPath revenue has largely held up, with only a few sharp dips and recoveries in recent months. Nine publishers spoke with Digiday, and all reported that their OpenPath revenue and yields have been strong over the last six months. Three of these publishers noted that they had seen double-digit growth in cost-per-thousand (CPM) rates at various points over the same period, which has spurred them to trial OpenAds.

The decision to allow duplicate bids for OpenAds integrations has been seen as a strategic move by The Trade Desk to encourage more publishers to join their platform. This, in turn, has led to increased competition among advertisers, which has resulted in higher CPM rates for publishers. However, the temporary nature of this policy means that publishers are keen to integrate with OpenAds quickly to take advantage of the current market conditions.

While the growth in revenue from OpenPath has been significant, publishers remain cautious about the long-term implications of the volatility in the digital ad market. They are closely monitoring the situation and adjusting their strategies accordingly. The temporary allowance for duplicate bids is expected to provide a short-term boost to the platform, but it remains to be seen how it will impact the overall landscape of the digital ad market in the coming months.

In conclusion, the double-digit growth in revenue from The Trade Desk’s OpenPath program has been a welcome development for several publishers, despite the volatility in the market. The temporary allowance for duplicate bids on OpenAds integrations has been a key factor in driving this growth, and publishers are keen to capitalize on this opportunity. However, the long-term sustainability of this growth remains uncertain, and publishers will need to adapt their strategies to navigate the challenges posed by the digital ad market.