The Trade Desk announced the launch of its OpenAds auction platform on January 6, 2026, bringing nine prominent publishers—AccuWeather, The Arena Group, BuzzFeed, The Guardian, Hearst Magazines, Hearst TV, Newsweek, People Inc., and Ziff Davis—into the ecosystem.
OpenAds builds on the company’s OpenPath technology, which debuted in February 2022, and is designed to provide a high‑integrity, transparent bidding environment. The platform aims to clarify fee structures, reduce reseller activity, and give buyers and sellers greater supply‑chain visibility.
The launch addresses a growing industry demand for transparency and efficiency in programmatic advertising. By offering a direct, auditable inventory channel, OpenAds strengthens The Trade Desk’s open‑internet strategy and reinforces its competitive moat against walled‑garden platforms.
Financially, the platform comes on the heels of Q4 2024 revenue of $741 million, a 22% year‑over‑year increase, and a full‑year revenue of $2.4 billion, up 26%. Connected TV—accounting for a high‑40s percentage of the business in Q4 2024—remains a core growth driver, suggesting that the new platform could capture additional demand in the open‑internet segment.
Management emphasized the importance of transparency and direct access to premium inventory. CEO Jeff Green noted that OpenAds extends the same philosophy that guided OpenPath, underscoring The Trade Desk’s commitment to giving advertisers greater control and clarity.
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