For all the buy-side noise, publishers say OpenPath revenue has largely held up – give or take a few sharp dips and recoveries in recent months.
Nine publishers Digiday spoke to said their OpenPath revenue and yields have been strong over the last six months, with three saying they’d seen double-digit growth in CPMs at various points over the last six months, and that that had spurred them to trial OpenAds, The Trade Desk’s digital ad auction launched last October.
Several publishers said that TTD is temporarily allowing duplicate bids on those integrating with OpenAds, as a sweetener to ease onboarding. One publisher said it plans to accelerate integration with OpenAds, to capitalize on this “likely temporary window.”
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