Xumo announced a new direct supply path for advertisers through The Trade Desk’s OpenPath technology, giving buyers immediate access to the company’s premium streaming inventory without intermediaries. The move expands The Trade Desk’s inventory network, allowing the DSP to reach more high‑quality connected‑TV (CTV) inventory and to offer advertisers more transparent pricing and higher fill rates.
The partnership builds on OpenPath’s 2022 launch, which was designed to streamline programmatic supply chains by connecting publishers directly to The Trade Desk. By integrating Xumo’s 60‑million‑monthly‑active‑user ecosystem, the DSP can now serve advertisers with a broader range of fast‑moving, ad‑supported content, a segment that already accounts for roughly 50% of The Trade Desk’s revenue. The direct path also supports Unified ID 2.0, enabling identity‑aware buying across CTV and improving campaign measurement.
The deal comes at a time when The Trade Desk is reaffirming its Q4 2025 guidance of at least $840 million in revenue and $375 million in adjusted EBITDA. The company’s leadership has highlighted the importance of expanding direct inventory access as a key driver of future growth, especially as CTV demand continues to accelerate. CEO Jeff Green has said the partnership “strengthens our commitment to a fair, transparent marketplace and positions us to capture the growing share of streaming ad spend.”
While the partnership is a positive strategic development, it arrives amid broader market concerns. The Trade Desk’s interim CFO appointment following the departure of Alex Kayyal has raised short‑term governance questions, and analysts have expressed caution about near‑term execution. Nonetheless, the Xumo integration is viewed as a tailwind that supports the company’s long‑term CTV strategy and helps offset the valuation pressure caused by the leadership change.
The partnership is expected to increase the DSP’s direct inventory volume, improve fill rates, and enhance pricing power for advertisers. By reducing reliance on third‑party exchanges, The Trade Desk can capture higher margins on CTV inventory and accelerate its shift toward a more direct, data‑driven supply chain. The move also signals to the market that the company is actively investing in the fastest‑growing segment of programmatic advertising, reinforcing its competitive positioning against rivals that still rely heavily on intermediaries.
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