NEW YORK—Xumo, the streaming joint venture between Comcast and Charter Communications, has announced that it is working with The Trade Desk to provide a new way for advertisers to access Xumo’s premium streaming inventory through The Trade Desk's OpenPath. “Direct paths to supply matter more than ever as buyers seek efficiency, transparency and certainty,” said Jerrold Son, vice president, advertising revenue operations, Xumo. Together, these efforts reflect Xumo’s broader strategy to simplify supply routes and maximize the value of every dollar through more seamless connections to the buyside tools advertisers rely on to access premium streaming inventory. “Connected TV represents some of the best digital media inventory available, yet the majority of the media buys remain locked in transactional and linear methods,” said Will Doherty, senior vice president of inventory partnerships, The Trade Desk. The inventory access through OpenPath represents another step toward a more efficient and transparent buying experience, designed to help advertisers maximize performance while supporting a healthy premium streaming ecosystem.