Media Briefing: Rising competition is making The Trade Desk bend a little, say OpenPath publishers

This week’s Media Briefing looks at how The Trade Desk’s relationship with publishers is shifting, offering new incentives, more outreach and a softer approach to get OpenPath deals signed amid increasing competition from other demand-side platforms.

• The Trade Desk is using OpenPath to strengthen publisher ties, offer better incentives, and compete with other DSPs for premium inventory.
• Reddit adds tools to help publishers find and engage with more users, and track more metrics
• French publishers give journalists AI revenue, Fox and News Corp are primed for a new M&A era, and more.

TTD bends to some publishers to smooth OpenPath deals

The detente between the Trade Desk and publishers is starting to look less transactional and more strategic. After years of tension over data access and margins, the ad tech vendor is now offering a clearer path — and better financial incentives — for publishers to directly access its advertisers’ budgets. 

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