The Trade Desk Seeks Senior Manager for Publisher Inventory and ID Adoption
The Trade Desk is seeking a Senior Manager, Inventory Development, to cultivate publisher relationships and bolster its presence in transparent access and addressability across the open internet. The role focuses on driving the adoption of identity strategies, including Unified ID 2.0, and supporting clean supply initiatives through IAB standards. This position is key to growing programmatic inventory access and value for The Trade Desk.
Key Takeaways
- The Trade Desk is actively recruiting to strengthen publisher engagements with companies like BuzzFeed, Washington Post, and Conde Nast.
- The new hire will prioritize evangelizing and supporting the adoption of Unified ID 2.0 and other identity strategies.
- A key responsibility involves promoting IAB standards and the value of OpenPath for clean supply initiatives.
- The role includes leading contract negotiations and building strategic business plans with publisher partners.
Why It Matters
This hiring initiative signals The Trade Desk's strategic commitment to reinforcing its position within the ad tech ecosystem by deepening direct publisher ties. Increasing the adoption of Unified ID 2.0 and OpenPath aims to standardize identity and supply-path optimization as third-party cookies depreciate. This push for transparent addressability directly impacts how publishers monetize inventory and how advertisers target audiences across the open internet, making continued progress in these areas a critical indicator of The Trade Desk's influence.
Additional Context
The Trade Desk's focus on publisher relationships and identity solutions like Unified ID 2.0 (UID2) aligns with broader industry efforts to navigate a post-cookie advertising landscape. Recently, Xumo integrated OpenPath and UID2 to enhance direct advertiser access to its premium streaming inventory, aiming for greater efficiency and transparency (Businesswire, January 2026). Similarly, Truthset announced an integration with UID2, allowing media buyers to activate independently validated audience segments across authenticated inventory, with claims this could reduce ad waste by 30-60% (PPC Land, May 2026).
Despite these advancements, OpenPath has faced challenges. Adweek reported in February 2026 that Dentsu and WPP quietly exited OpenPath, citing concerns over transparency and hidden fees. This friction between major holding companies and The Trade Desk underscores ongoing debates about control and economics within the supply chain (Adweek, February 2026). Publishers using OpenPath have reported double-digit growth in CPMs at various points, with some trialing OpenAds as a result, according to Digiday in March 2026. However, some publishers also noted volatility and a lack of transparency when spend dipped. The Trade Desk's launch of the Ventura Ecosystem in February 2026, with V (formerly VIDAA) and Nexxen as initial partners, further emphasizes its strategy to build an open marketplace for CTV, leveraging components like OpenPath and UID2.
Read full article at careers.thetradedesk.com
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