(Courtesy photo)Key Points Xumo has added OpenPath from The Trade Desk to provide more direct programmatic access to its connected TV inventory through FreeWheel. Advertisers can reach more than 60 million monthly active users across Xumo’s streaming devices, smart TVs and ad-supported channels. The OpenPath integration works alongside Xumo’s use of Unified ID 2.0 to support identity-aware buying in connected TV. By pairing OpenPath with UID2-enabled infrastructure, Xumo aims to support more deterministic targeting for advertisers buying its CTV inventory. According to the companies, the combined approach is intended to simplify supply routes and improve efficiency for buyers seeking premium streaming inventory.