Dentsu and WPP Exit Trade Desk's OpenPath Over Hidden Fees

Two of advertising's biggest holding companies, Dentsu and WPP, have quietly exited The Trade Desk's OpenPath program due to concerns about hidden fees and a lack of transparency. The departures signal growing tension as The Trade Desk deepens its presence in the programmatic supply chain.

OpenPath Loses Major Agency Support

The Trade Desk launched OpenPath in 2021 as a "curated" supply-side platform designed to give advertisers more direct access to premium inventory. But according to industry sources, both Dentsu and WPP grew frustrated with undisclosed fees and limited visibility into how the platform operates.

The pullbacks came after months of negotiations between the agencies, and The Trade Desk failed to resolve transparency issues. Dentsu reportedly complained about unexpected charges that weren't clearly disclosed upfront, while WPP cited concerns about publisher payment structures within the OpenPath ecosystem.

Publishers Caught in Supply Chain Squeeze

Here's what matters for publishers: When major DSPs create their own supply-side platforms, it creates potential conflicts of interest. The Trade Desk controls both buying and selling sides of transactions in OpenPath, reducing competitive pressure that typically drives up publisher rates.

Publishers working through OpenPath may see lower effective CPMs than their open-marketplace competitors. Without multiple SSPs bidding against each other, there's less price discovery. The lack of transparency that frustrated Dentsu and WPP also limits publishers' ability to understand how much revenue they're actually losing to platform fees.

Translation: When your demand-side platform becomes your supply-side platform too, you lose negotiating power.

Time to Audit Your SSP Strategy

Publishers should immediately review their SSP partnerships and fee structures. Look for partners that provide clear, itemized reporting on all deductions from gross revenue. Demand transparency on platform fees, data fees, and any other charges that reduce your net income.

The catch: Many SSP contracts include language that makes fee structures deliberately opaque. Now's the time to push back during contract renewals and demand clearer terms. Publishers with significant programmatic revenue should also diversify across multiple SSPs to maintain competitive pressure.

Don't rely on platforms that control both sides of the transaction without giving you clear visibility into the economics.

More Consolidation Conflicts Ahead

Expect more friction as major ad tech platforms expand vertically. Google already faces antitrust scrutiny for controlling multiple parts of the programmatic stack. The Trade Desk's OpenPath issues suggest even smaller-scale vertical integration creates problems.

Publishers need partners focused on maximizing their revenue, not platforms juggling competing interests. Playwire helps publishers optimize yield through transparent reporting and true SSP competition. Talk to our team about auditing your current programmatic setup.

Editorial Disclosure

This article was produced with AI assistance and reviewed by the Playwire editorial team. News sources are cited where applicable. Playwire is committed to providing accurate, timely information to help publishers navigate the digital media business. For questions about our editorial process or to suggest topics for future coverage, contact our team.