Mediavine Becomes First Publisher to Launch Server-to-Server Integration with The Trade Desk’s OpenPath

Direct Integration Gives Buyers More Efficient Purchasing Power with Mediavine’s 9000+ Independent Publishers

Mediavine, the largest exclusive full-service ad management firm in the U.S., announced its integration with The Trade Desk’s OpenPath via a direct server to server OpenRTB connection. This direct integration will allow buyers to have a more effective and efficient purchasing power of Mediavine’s more than twenty billion brand-safe video and display impressions.

The Trade Desk’s OpenPath aims to remove inefficiencies that are often present in the programmatic supply chain for digital advertising, including the lack of transparency from the walled gardens. As the first partner of The Trade Desk to connect to OpenPath through a direct server-to-server integration, Mediavine anticipates a connection with fewer browser timeouts, reduced latency, higher ad viewability and maximized monetization. This integration between The Trade Desk and Mediavine is built on Mediavine’s industry-leading supply side monetization technology for publishers as OpenPath is not built as a replacement for supply side platforms.

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“Continuing our partnership with The Trade Desk as OpenPath’s first fully server-side integration is another terrific example of an essential collaboration between the buy and sell side of the industry,” said Eric Hochberger, Mediavine CEO and Co-founder. “Combining our industry-leading technologies to benefit the monetization of independent publishers across the web is a lofty goal we’re proud to pursue with The Trade Desk.”

“OpenPath represents another route for our advertiser clients to connect with our publisher partners to ensure they have transparent and objective access to the best available digital advertising inventory,” said Will Doherty, VP of Inventory Development, The Trade Desk. “We are firm believers in offering the most direct paths possible, and this server-to-server integration will create a more efficient connection to Mediavine’s inventory and preserve the free flow of premium media on the open internet.”

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