Amagi plugs into OpenPath: fewer CTV hops, clearer pricing
Amagi announced an integration between its CTV ad marketplace, Amagi ADS PLUS, and The Trade Desk via The Trade Desk’s OpenPath to enable more direct access to Amagi-supplied premium CTV inventory within The Trade Desk buying platform. The companies position the connection as a way to simplify the programmatic CTV supply chain and improve pricing transparency and efficiency for advertisers and publishers. The announcement was dated March 25, 2025, and notes Amagi will present related capabilities at NAB 2025.
Key Takeaways
- Amagi ADS PLUS inventory will be accessible in The Trade Desk via OpenPath, enabling a more direct buying path.
- Both companies frame the move around supply-chain simplification: fewer intermediaries, more transparent pricing signals, and improved efficiency.
- Amagi emphasizes metadata access from its streaming suite as part of improving decisioning and campaign agility.
- The partnership extends OpenPath momentum as CTV buyers push for clearer auctions and publishers seek better yield control.
- Amagi is positioning these monetization capabilities for industry visibility at NAB 2025.
Why It Matters
CTV’s recurring pain point isn’t demand—it’s plumbing: opaque fees, duplicated hops, and weak signal quality. OpenPath-style direct integrations are becoming the “premium aisle” of programmatic, where access, transparency, and metadata determine who captures margin. For publishers and marketplaces like Amagi ADS PLUS, tighter coupling to The Trade Desk can translate into more spend and better yield control; for advertisers, it promises cleaner paths to high-quality supply. The broader meme: in CTV, the supply chain is the product—and the winners are standardizing the shortest path.
Read full article at amagi.com
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