Trade Desk to counter Google’s advertising grip with a tool for publishers

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The Google LLC logo is seen at the Google Store Chelsea in Manhattan, New York, U.S., November 17, 2021. REUTERS/Andrew Kelly

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Feb 15 (Reuters) – Ad-buying software maker Trade Desk Inc (TTD.O) said on Tuesday it would offer tools to online publishers for the first time in a bid to help them reduce their addiction with regard to the global market leader Google.

Trade Desk’s Open Path product will allow publishers to solicit bids directly from its advertising clients, cutting out the middleman, the Ventura, Calif.-based company’s chief executive Jeff Green told Reuters.

Open Path is similar to an effort by publishers and their vendors circa 2015 to advance a technology known as header bidding to loosen Google Alphabet’s (GOOGL.O) grip on auction management. advertisers. Google has regained control with Open Bidding, which helps publishers find deals from multiple advertisers.

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Trade Desk will also stop buying ads for clients through Google’s Open Bidding, Green said.

Google has previously said it welcomes competition and drives significant sales for publishers.

Media companies and competitors such as Trade Desk have complained that Google extracts monopoly profits from the online advertising industry. This led the Attorney General of Texas and those of some other US states to sue Google in 2020 for its allegedly anti-competitive practices.

Google has denied the allegations and the case is ongoing.

Green said Open Path could be successful because “there’s just a substantial appetite to get away from Google.”

Publishers will pay a fee that covers Trade Desk costs. In exchange, Green expects them to increase sales by siphoning off the money currently flowing to smaller ad tech companies. Advertisers will benefit from a more efficient supply chain, allowing them to direct additional funds to advertising space, he added.

Trade Desk said the Washington Post, Conde Nast, Nexstar Digital (NXST.O) and Reuters (TRI.TO) are among Open Path’s earliest customers.

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Reporting by Paresh Dave; Editing by Alexander Smith

Our standards: The Thomson Reuters Trust Principles.

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