Lots of discussion about OpenPath. I am pro OP. My thoughts below. Someone tell me where I’m wrong. OpenPath has value to both the buy and sell side. It has value to the buyer because TTD claims (and I’ll take their word for it) they run OP at cost. They claim their ~5% take rate is just to run it at break even. TTD is making all their money on DSP fees (different discussion) where the other SSPs have higher yields and dynamic pricing so they can make a profit which OP doesn’t need to. The pubs don’t have the same margin rate across all SSPs (it’s dynamic and essentially the SSPs is trying to take the highest margin while also trying to win the auction in the Pub’s adserver/header). Hypothetically OP would have the lowest margin (because they are running it at break even) but the bid would still have to be the highest to win the auction in the pub’s adserver. The one benefit for pubs using OP should be that they get more volume from TTD they wouldn’t otherwise get if they didn’t use OP. If TTD isn’t outright lying about OP and they are running it at breakeven and aren’t favoring it beyond it being the most efficient path to supply then I only see a benefit for buyers to use them. The inherent problem is, Google poisoned the well on this, when a company is on the buy and sell side they have a conflict of interest. Makes them an easy target for all of AdTech to bash them. OP doesn’t do rebates so holdcos who’s SSP rebates go right to their bottom line have every incentive (besides their clients media performance) to use SSPs who give them the biggest rebates. Has any advertiser ever talked about turning off Amazon Publisher Services? Amazing to me they have been able to fly under the radar for scrutiny when unlike TTD I don’t believe they have ever claimed to run it at cost or not to favor their own pipes.