Amagi, the cloud-based SaaS solutions provider for broadcast and streaming TV, announced today that it is teaming up with global advertising technology leader The Trade Desk. The partnership intends to enable Amagi’s premium CTV ad marketplace, Amagi ADS PLUS, to directly integrate into The Trade Desk media buying platform through The Trade Desk’s OpenPath, allowing advertisers to access advertising inventory directly on The Trade Desk platform. This integration includes CTV from Amagi’s global content partners and works to simplify and optimize the digital advertising supply chain.
By providing a simpler and direct connection between Amagi ADS PLUS and advertisers, OpenPath represents an efficient and direct programmatic integration to provide transparent pricing, improved efficiency, and higher value, resulting in better ROI for buyers and publishers. This streamlined integration enables seamless access to Amagi’s inventory, ensuring smoother deployment and campaign agility. Programmatic buyers looking to maximize reach across the streaming ecosystem will continue to benefit from direct access to Amagi’s marketplace of exclusive CTV inventory.
“OpenPath provides the clearest line of sight into a publisher’s bid request, helping advertisers access premium CTV inventory with clarity and ease,” said Sean Holzman, GM of Inventory Development at The Trade Desk. “Our integration with Amagi ADS PLUS through OpenPath builds on this progress, driving an industry standard that fosters fair competition, while providing advertisers with the best signals to guide their buying decisions.”
“Amagi is proud to partner with The Trade Desk and drive forward the OpenPath initiative to provide direct access to premium and exclusive CTV inventory,” said James Smith, EVP of Programmatic & Ad Sales. “Amagi’s ability to access key metadata from our streaming product suite is also a key element of this partnership. This integration reflects our commitment to enhancing transparency and efficiency in the digital advertising ecosystem, which we believe will ultimately deliver better results for buyers and a more seamless experience for viewers.”
Amagi provides a complete suite of channel creation, distribution, and monetization solutions. The company’s clients include some of the world’s biggest names, including Hearst Networks UK, ABS-CBN, Astro, Cox Media Group, DAZN, Globo, Lionsgate Studio, NBCUniversal, Tastemade, and VIZIO.
