Checking in on TTD's Open Path one year in

Also: Why a potential TikTok ban doesn't worry marketers ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ There are around 4,000 domains now actively selling impressions to advertisers through OpenPath, according to ad tech tracker Sincera.

March 06, 2023

A year on, The Trade Desk's Open Path is moving toward its goals, but challenges persist Since the beginning of last year, OpenPath has become a way for marketers to buy programmatic ads directly from marquee brands. Additional coverage: It's fair to say that the current flashpoint over TikTok has breathed new life into concerns that had been bubbling away for a while. This Digiday+ Media Buying Briefing covers what's on the docket at this week's Digiday Media Buying Summit, as well as some topics that will certainly find their way into the conversations taking place during the event. In this video, we explain how Google sought to secure its ad exchange's position atop the broader programmatic advertising marketplace. The Washington Post launched its first in-house gaming product last week, showing that national publications still believe games are a good business. Other things to know about With ad inventory on connected TV becoming increasingly programmatically traded, Roku envisions an environment where every TV ad is automated and data-driven. Produced in partnership with Marketecture. As more users opt out of data sharing, publishers are leveraging first-party data to improve performance for advertisers and drive revenue. Sponsored by Permutive. Amid economic turmoil, improving ad quality is a critical component of building engaged audiences that attract brands. Sponsored by GeoEdge. Top Stories Ivy Liu The Programmatic Publisher A year on, The Trade Desk’s Open Path is moving toward its goals, but challenges persist There are around 4,000 domains now actively selling impressions to advertisers through OpenPath, according to ad tech tracker Sincera. howdy! Marketing on Platforms The latest threat of TikTok bans have caused marketers to raise an eyebrow In fact, it’s fair to say that the current flashpoint over TikTok has breathed new life into concerns that had been bubbling away for a while. Sponsored by MailChimp How marketers are optimizing email content to foster customer engagement Email marketers are searching for optimization solutions and developing tactics to improve open and conversion rates. Advertisement howdy! Evolving Agencies Media Buying Briefing: What you'll learn at the Media Buying Summit this week At Digiday’s Media Buying Summit, we strive to tackle the major issues on the minds and desks of media agency executives and staffers, and we seek out experts in those fields to share their stories of success and challenge. Sponsored by Outbrain Semantic and sentiment analyses are helping advertisers fine-tune placements While a traditional deep-page analysis helps marketing teams understand what a page or ad is about, semantic analysis can decipher the meaning behind content and sentiment analysis can uncover the tone and emotional value to identify the best placements for ads. howdy! Marketing on Platforms WTF is the Justice Department's ad tech antitrust case against Google? This series of explainer videos breaks down the primary aspects of the Justice Department’s accusations that Google has monopolized the ad tech market. Advertisement Sponsored by Marketecture How first-party data is unlocking advertising opportunities on CTV By leveraging its own data identity ecosystem, Roku is looking to further develop its television commerce capabilities for advertisers. howdy! Gaming & Esports The Washington Post looks to bring in new subcribers with its first in-house game, "On the Record" WaPo’s first in-house game comes in the form of “On the Record,” a Sporcle-esque news quiz that tests readers’ knowledge of the week’s top stories. howdy! The Creator Economy As influencer marketing continues to mature, here's why brands are hiring creators as 'creative directors' Rather than working with dozens of influencers to post the same brand approved copy, marketers and agency execs say that the relationship with influencers is evolving and maturing to use influencers for more than a media placement. All Latest Stories

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