The Trade Desk Unveils OpenAds to Counter Programmatic Changes
The Trade Desk has unveiled OpenAds, a new auction platform designed to counter recent changes in programmatic advertising infrastructure. The move comes in response to modifications by Prebid.org that have been criticized for reducing transparency.
Previously, Transaction ID coverage on browser-based ads reached 59% on the open internet, with higher coverage on connected TV and audio inventory. However, the IAB Technology Laboratory ruled that Prebid's modifications violated the OpenRTB specification, disabling buyers' ability to identify duplicate bid requests across different supply paths.
The Trade Desk's CEO, Jeff Green, has been vocal about the changes, describing them as harmful to premium publishers. He believes they benefit those using 'duplication and obfuscation strategies'. The platform is designed to challenge supply-side platforms that prioritize obfuscation over transparency.
OpenAds aims to maintain transparency despite these modifications. It will be launched in two versions: an enterprise solution for large sellers and publishers, and a simplified version for smaller publishers. The Trade Desk plans to make OpenAds available to all OpenPath enterprise partners in October, with the simplified version following in subsequent months.
The platform is built on a fork of Prebid's codebase, preserving the original transaction ID functionality, and will be open-sourced for industry inspection. So far, only select publishing companies have gained access to PubDesk, an insight platform for publishers, but specific company names have not been publicly disclosed.
The Trade Desk's Q2 2025 results showed 19% revenue growth, despite a 27% decline in shares following the August earnings announcement. With the launch of OpenAds, the company continues to adapt to changes in the programmatic advertising landscape, aiming to provide a more transparent alternative for publishers and buyers.
