On February 15, 2022, The Trade Desk announced the launch of OpenPath, a new product integration that will give advertisers direct access to premium digital inventory directly, without the use of a Private Marketplace (PMP) deal. A handful of top publishers have already joined, including Condé Nast, Hearst Magazine and Newspapers, USA Today, Reuters and The Washington Post.

OpenPath will enable a seamless integration for publishers so that advertisers can gain direct access to impressions. This should remove or limit the number of inefficiencies that can develop with PMP deals. Additionally, The Trade Desk announced that it has decided to separate from Google’s Open Bidding platform by mid-April, but will continue to buy through the Google Ad Exchange.