Major advertising holding companies are reassessing their investments in OpenPath, The Trade Desk’s initiative designed to streamline direct ad buying from publishers, according to sources familiar with the matter. The pullback stems from concerns over a perceived lack of transparency regarding ad placement and undisclosed fees within the platform.
OpenPath, launched with the promise of offering advertisers greater control and efficiency in purchasing inventory directly from publishers, had been touted by The Trade Desk CEO Jeff Green as poised for “steep acceleration” in 2025. The platform aimed to provide a viable alternative to the dominant position held by Google in programmatic advertising.
However, several of the largest advertisers who initially participated in OpenPath have reportedly reduced or halted their spending, citing difficulties in determining where their ads are appearing and unexpected costs. These concerns center on a lack of clarity in reporting, making it challenging for brands to verify ad placement and reconcile billing.
Jeff Green has been critical of Google’s position in the ad tech ecosystem, arguing that the company’s control over multiple parts of the supply chain stifles competition. In January 2025, Green publicly suggested Google should exit the open internet and focus its advertising efforts on YouTube, a sentiment echoed in a statement released by The Trade Desk shortly thereafter. Green’s comments came as the industry awaited a decision in the Department of Justice’s antitrust trial against Google, alleging anti-competitive practices in digital advertising.
The Trade Desk has also been investing in its own operating system, Ventura, designed to further enhance its capabilities in connected TV (CTV). Green has emphasized that The Trade Desk does not own content, distinguishing its approach from Google’s vertically integrated model. CTV currently represents half of The Trade Desk’s business, and Green views it as a more open market than display advertising, where Google exerts significant control.
The developments surrounding OpenPath occur as Google faces increasing scrutiny over its dominance in the ad tech space. The outcome of the antitrust trial, as noted by Green in January 2025, could compel Google to divest parts of its ad stack, potentially reshaping the competitive landscape. Green indicated that any changes Google makes to its current ad stack while awaiting a verdict could be interpreted as an admission of past wrongdoing.
As of late January 2025, the judge presiding over the Google antitrust trial had yet to issue a decision, leaving the future of the company’s ad tech business uncertain. The Trade Desk continues to operate OpenPath, but the recent pullback from major advertisers raises questions about the platform’s trajectory and its ability to challenge Google’s established position.
