Dentsu and WPP Quietly Exited The Trade Desk’s OpenPath Over Hidden Fees and Transparency

The world’s largest holding companies are pulling back from one of The Trade Desk’s most closely-watched, and arguably important, initiative: OpenPath. OpenPath is meant to make ads perform better and help ad buyers directly purchase publishers’ inventory. If successful, it could offer a viable alternative to Google, and CEO Jeff Green bullishly anticipated 2025 as the

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Published by adweek.com