“We want to have the most direct path to demand,” Jerrold Son, Xumo’s VP of ad operations and integrations, told AdExchanger. The Trade Desk launched OpenPath in 2022 and expanded it to include connected TV in 2024. While OpenPath is available through all the major CTV ad servers, according to The Trade Desk, Xumo is the first CTV publisher to integrate with it using FreeWheel as its ad server. “It’s not that all of a sudden we just saw money shift [away] from our existing programmatic pipes and get replaced by OpenPath,” Son said. This move addresses the larger TV ad industry adoption of deterministic data over probabilistic signals like IP addresses for targeting and measurement.