The Guardian and the Trade Desk have expanded a partnership to provide advertisers with direct access to premium digital inventory through OpenPath.
The move comes as the Guardian continues to invest in building its programmatic sales operations across the US, UK and Australia.
“Our strategic partnership with the Trade Desk on OpenPath enhances the Guardian's programmatic offering in Australia," said Rebecca Costello, managing director, the Guardian, Australia.
“Increasingly, our clients are looking for data-driven solutions and The Trade Desk is focused on simplifying open marketplace transactions, while creating a fairer and more transparent marketplace.
“The Guardian is taking a whole-of-business approach to sustainability measures, and that includes looking closely at the footprint of our digital advertising offering. Globally we have set a target for our company to reduce emissions, and we are on track to hit our goals.
"Partnering with The Trade Desk, which promotes open internet exchanges for ad-related carbon footprint reduction, is a positive step towards the Guardian achieving its commitments."
Will Doherty, SVP of inventory development, the Trade Desk, said major publishers such as the Guardian recognise the challenges of black-box supply chains and are embracing OpenPath to create a more transparent, competitive and efficient process for advertisers.
“This integration will create a more efficient connection to the Guardian premium inventory and preserve the free flow of quality journalism on the open internet,” said Doherty.
OpenPath provides advertisers with a more direct connection to premium digital advertising inventory, enhancing transparency while enabling publishers to maximise revenue.
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