WPP, Dentsu Reconsider Role in The Trade Desk's OpenPath Initiative
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WPP, Dentsu Exit The Trade Desk's OpenPath Over Transparency Fears
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Storyboard•11-03-2026, 17:16
WPP, Dentsu Exit The Trade Desk's OpenPath Over Transparency Fears
•WPP and Dentsu quietly withdrew from The Trade Desk's OpenPath, a direct-to-publisher buying system launched in 2022.
•The agencies cited concerns over fee visibility, transparency, and clarity regarding ad placement, as reported by Adweek.
•OpenPath was designed to improve campaign performance, enhance transparency, and reduce inefficiencies by bypassing intermediaries.
•The Trade Desk denies undisclosed costs, stating OpenPath offers an efficient, transparent supply path with growing usage.
•This highlights broader industry tensions between large agency networks and ad-tech platforms over control and transparency in programmatic advertising.
