Several publishers said that TTD is temporarily allowing duplicate bids on those integrating with OpenAds, as a sweetener to ease onboarding. One publisher said it plans to accelerate integration with OpenAds, to capitalize on this “likely temporary window.”
Publishers see double-digit growth from TTD’s OpenPath, but volatility remains
The Trade Desk (TTD) temporarily enabled duplicate bids in OpenAds integrations to incentivize publisher adoption, exposing publishers to potential revenue manipulation and bid duplication risks. Publishers integrating with OpenPath/OpenAds are affected, with the temporary workaround increasing vulnerability surface until standardized integration is adopted.