The Guardian and global advertising technology leader The Trade Desk (Nasdaq: TTD) today announced their newly expanded partnership to provide advertisers with direct access to its premium digital advertising inventory through OpenPath. The move comes as The Guardian continues to invest in building its programmatic sales operations across the U.S., U.K. and Australia.
“Our strategic partnership with The Trade Desk on OpenPath will allow more brands to access Guardian inventory. The platform offers our advertisers data-driven decision making around audience targeting, measurement and optimization," said Sara Badler, chief advertising officer, North America, The Guardian. “The Trade Desk’s sustainability efforts promoting the use of open internet exchanges reduces the carbon footprint associated with digital advertising, which is key to our mission and aligned with our values. We publish a new piece on the environment every three hours, and more than 3,000 pieces of climate-related journalism every year.”
“Independent, trusted journalism is essential to democracy, and newsrooms rely on relevant advertising to help fund the critical work of online reporting,” said Will Doherty, SVP of inventory development, The Trade Desk. “Major publishers like The Guardian recognize the challenges of black-box supply chains and are embracing OpenPath to create a more transparent, competitive and efficient process for advertisers. This integration will create a more efficient connection to The Guardian premium inventory and preserve the free flow of quality journalism on the open internet.”
The Guardian joins a growing list of global publishers, broadcasters and content owners who have adopted OpenPath for a more competitive and transparent market. With fewer intermediaries, OpenPath provides advertisers with a more direct connection to premium digital advertising inventory, enhancing transparency while enabling publishers to maximize revenue. In this way, OpenPath also eliminates the inefficiencies often present in the supply chain for digital advertising, including the opaque privileges of the walled gardens.
The Guardian is the first major international news organization to achieve B Corp certification. Since its first environmental pledge in 2019, The Guardian has cut emissions by 43% and is on track to reach net zero emissions by 2030.
About the Guardian US
Guardian Media Group (GMG), a certified B Corporation, is the publisher of theguardian.com, one of the largest English-language news websites in the world. Since launching its US and Australian digital editions in 2011 and 2013, respectively, traffic from outside the UK now represents around two-thirds of the Guardian’s total digital audience. None of the editions have a paywall.
The Guardian US has more than 100 members of editorial staff across bureaus in New York, Washington DC and Los Angeles. Today, the Guardian has more than 350,000 recurring supporters in the US, plus roughly 200,000 annual one-time supporters. It draws an audience of more than 40 million US readers every month, making it one of the top news sites in America. The Guardian is a global leader in reader-funded journalism, and contributions from readers are the publication’s largest source of revenue.
The Guardian US is renowned for its Pulitzer Prize-winning investigation into widespread secret surveillance by the National Security Agency and for other award-winning work, including on the Paradise Papers. The Guardian US is known for its urgent coverage of the climate crisis, politics, race and immigration, guns, gender, the arts, sports, tech, and more.