As advertisers push for greater clarity and trust in digital advertising, the structure of the auction itself has come under increased scrutiny across the MarTech ecosystem. In response, The Trade Desk has announced the first wave of publishing partners supporting OpenAds, a new auction environment designed to deliver more transparency, stronger signal quality, and healthier dynamics across the digital media supply chain. The initiative reflects a growing industry effort to rebuild confidence in programmatic advertising by improving how inventory is bought and sold.
The Trade Desk said OpenAds is gaining early backing from a broad group of premium publishers, including AccuWeather, The Arena Group, BuzzFeed, the Guardian, Hearst Magazines, Hearst TV, Newsweek, People Inc., and Ziff Davis. By offering a direct and transparent auction option, OpenAds is intended to give both publishers and advertisers clearer visibility into transactions while reducing inefficiencies that have long challenged the ecosystem.
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As programmatic advertising continues to dominate digital media buying, advertisers are demanding auctions that prioritize transparency, visibility, and meaningful signal. OpenAds was developed to address these needs by creating a high integrity auction environment that rewards quality inventory and helps advertisers better understand what they are purchasing and which audiences they are reaching. According to The Trade Desk, this approach is designed to support healthier supply chain behavior by aligning incentives across buyers and sellers.
“OpenAds represents a major advance in how our industry thinks about a clean and transparent supply chain, starting with the auction,” said Will Doherty, SVP, Inventory Development, The Trade Desk. “Innovative partners, including our launch publishers, all agree this technology benefits buyers and publishers by helping advertisers understand what they are buying and the audience they are reaching with the best signal possible.”
Publishers backing OpenAds say increased transparency is critical to restoring value in programmatic transactions. “One of the biggest challenges in programmatic is understanding where value is lost between buyers and publishers,” said Megan Hong, Senior Director of Partner and Yield Management, The Arena Group. “OpenAds brings much-needed transparency to the auction, especially around fees and reseller activity, which helps us better understand how our inventory is actually being bought.”
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Others emphasized the importance of verifiable auction mechanics. “Congratulations to The Trade Desk on its new OpenAds product, which offers advertisers exceptional ROI and the opportunity to reach premium audiences,” said Dave Strauss, VP of Revenue Operations and Strategy, the Guardian. “It means the highest bid wins in a transparent, auditable auction environment that publishers can independently verify. The Guardian is excited to be a part of that strategy.”
Hearst executives echoed similar views, pointing to the role of OpenAds in reinforcing the value of premium journalism. “Hearst Magazines’ early support for OpenAds underscores our commitment to transparent, high-integrity auction mechanics that benefit the entire ecosystem,” said Scott Both, VP of Programmatic Monetization & Operations, Hearst Magazines. “Building on OpenPath, OpenAds advances buyer transparency while reinforcing the value of premium publisher inventory.” Nate Ryckman, Senior Director, Programmatic Strategy, Hearst Newspapers & TV, added, “We believe that transparency is key to the future of programmatic monetization.”
For publishers like People Inc. and Ziff Davis, the launch signals progress toward more accountable advertising. “At People, we have proven over time that better ads, on the best brands, drive better outcomes for advertisers,” said Patrick McCarthy, SVP of Programmatic Monetization, People Inc. “We believe having a more transparent advertising supply chain benefits everyone.” Mark Obermoller, VP Programmatic Strategy and Yield at Ziff Davis, said, “OpenAds represents a step forward for advertising online, helping ensure more efficiency and accountability in programmatic.”
For the industry, OpenAds positions The Trade Desk at the center of a broader push to improve trust, efficiency, and sustainability in digital advertising. As more publishers and advertisers embrace transparent auction models, OpenAds could play a defining role in shaping the next phase of programmatic media buying.
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