Digiday Daily

December 19, 2025

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The Trade Desk’s commercial results have stabilized following its earnings miss in February. But transparency concerns among media buyers over its programmatic supply chain products are proving persistent.

In recent months the company’s OpenPath product has become a focal point for media agency skeptics, Digiday has learned.

Several U.S. media buyers explained that, following investigations into the overall cost of the product to their clients, they had pulled or paused investment from OpenPath.

TOP STORY

The Programmatic Marketer

Media buyers shift spend from The Trade Desk’s OpenPath over transparency concerns

OpenPath offers buyers a “cleaner” route to publishers, but some are concerned about lack of clarity over indirect costs.

OTHER THINGS TO KNOW

Blockboard CEO Matt Wasserlauf spoke with Digiday about how marketers are driving growth through smarter, more accountable programmatic CTV buys. Partner insights from Blockboard.
When marketers treat the holidays as the start of their next cycle — not the end of the last one — they don’t just deliver revenue, they build resilience. Partner insights from Intuit Mailchimp.
Now that campaigns can accommodate mid-flight changes — adjusting visual sequences, calls to action or tone based on audience engagement — advertisers can treat creative as a dynamic asset, not a fixed deliverable. Partner insights from PadSquad.

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MARKETING

The Programmatic Marketer

Why Georgia-Pacific is turning its programmatic scrutinty to the sell side

The company is turning its attention to the sell side, zeroing in on the ad tech firms that move inventory for publishers — the supply-side platforms.

Brands in Culture

How the MAHA movement influenced food and beverage brands in 2025

The MAHA movement has come to stand for different things in different people’s eyes, depending on which initiatives they most closely follow.

PARTNER INSIGHTS FROM ACTIVISION BLIZZARD MEDIA

As every screen becomes a gaming screen, brands reframe gaming

The fluidity with which players move between platforms unlocks diverse creative and strategic opportunities for brands. It’s now about arming planners, strategists and buyers with the tools to advocate for gaming within their organizations.

PARTNER INSIGHTS FROM THE WEATHER COMPANY

How weather targeting compares to other contextual signals

While in-content targeting might place an ad for products relevant to the genre a viewer enjoys, weather targeting can add a crucial layer of physical and emotional context.