OpenAds
Ventura, California, United States · Founded 2025
OpenAds is The Trade Desk's publisher-side auction wrapper, built from Prebid code. It was announced on 2 October 2025 after Prebid.org changed how transaction IDs work, and it ties into OpenPath. TTD named its first wave of publishing partners on 6 January 2026: AccuWeather, The Arena Group, BuzzFeed, the Guardian, Hearst Magazines, Hearst TV, Newsweek, People Inc. and Ziff Davis.
Where they sit
Stack tier: Infrastructure & Data (B)
Supply Side Platform (SSP)Programmatic Platform
The Trade Desk-owned sell-side auction wrapper challenging incumbent SSPs and header bidding solutions by offering publishers direct, transparent access to TTD demand with enforced identity standards.
Ownership
Parent: The Trade Desk