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Dentsu and WPP exit The Trade Desk's OpenPath
Two of the world's largest advertising holding companies have quietly pulled back from The Trade Desk's OpenPath initiative. Trishla Ostwal reports that both Dentsu and WPP cited concerns over transparency, control, and undisclosed costs as reasons for their withdrawal.
What changed
OpenPath was one of The Trade Desk's most closely watched supply-chain initiatives, designed to give buyers more direct access to publisher inventory. The departure of major holding companies signals that the initiative has not delivered on its promise from the buyer's perspective: and raises questions about how The Trade Desk will adapt its supply-side strategy to address client concerns.
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Dentsu and WPP exit The Trade Desk's OpenPath
Two of the world's largest advertising holding companies have quietly pulled back from The Trade Desk's OpenPath initiative. Trishla Ostwal reports that both Dentsu and WPP cited concerns over transparency, control, and undisclosed costs as reasons for their withdrawal.
OpenPath was one of The Trade Desk's most closely watched supply-chain initiatives, designed to give buyers more direct access to publisher inventory. The departure of major holding companies signals that the initiative has not delivered on its promise from the buyer's perspective: and raises questions about how The Trade Desk will adapt its supply-side strategy to address client concerns.
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