Amagi ADS PLUS aims to Streamline Premium CTV Inventory Access Through Connection with The Trade Desk’s OpenPath

Integration intends to bring transparency, efficiency, and premium inventory to advertisers

Amagi, the cloud-based SaaS solutions provider for broadcast and streaming TV, announced today that it is teaming up with global advertising technology leader The Trade Desk. The partnership intends to enable Amagi’s premium CTV ad marketplace, Amagi ADS PLUS, to directly integrate into The Trade Desk media buying platform through The Trade Desk’s OpenPath, allowing advertisers to access advertising inventory directly on The Trade Desk platform. This integration includes CTV from Amagi’s global content partners and works to simplify and optimize the digital advertising supply chain. 

By providing a simpler and direct connection between Amagi ADS PLUS and advertisers, OpenPath represents an efficient and direct programmatic integration to provide transparent pricing, improved efficiency, and higher value, resulting in better ROI for buyers and publishers. This streamlined integration enables seamless access to Amagi’s inventory, ensuring smoother deployment and campaign agility. Programmatic buyers looking to maximize reach across the streaming ecosystem will continue to benefit from direct access to Amagi’s marketplace of exclusive CTV inventory. 

“OpenPath provides the clearest line of sight into a publisher’s bid request, helping advertisers access premium CTV inventory with clarity and ease,” said Sean Holzman, GM of Inventory Development at The Trade Desk. “Our integration with Amagi ADS PLUS through OpenPath builds on this progress, driving an industry standard that fosters fair competition, while providing advertisers with the best signals to guide their buying decisions.”

"Amagi is proud to partner with The Trade Desk and drive forward the OpenPath initiative to provide direct access to premium and exclusive CTV inventory," said James Smith, EVP of Programmatic & Ad Sales. "Amagi’s ability to access key metadata from our streaming product suite is also a key element of this partnership. This integration reflects our commitment to enhancing transparency and efficiency in the digital advertising ecosystem, which we believe will ultimately deliver better results for buyers and a more seamless experience for viewers."

Amagi provides a complete suite of channel creation, distribution, and monetization solutions. The company’s clients include some of the world’s biggest names, including Hearst Networks UK, ABS-CBN, Astro, Cox Media Group, DAZN, Globo, Lionsgate Studio, NBCUniversal, Tastemade, and VIZIO.

Amagi will showcase its latest advancements at Booth [W1721] from April 6 to 9 at NAB 2025. To schedule a meeting and discover how Amagi’s AI-driven solutions can transform your broadcast, streaming and monetization workflows, visit: https://www.amagi.com/events/nab-show-las-vegas

Disclaimer: Amagi Media Labs Limited is proposing, subject to receipt of requisite approvals, market conditions and other considerations, a public issue of its equity shares in the near future and is in the process of filing a draft red herring prospectus with the Securities and Exchange Board of India.

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About The Trade Desk 
The Trade Desk™ is a technology company that empowers buyers of advertising. Through its self-service, cloud-based platform, ad buyers can create, manage, and optimize digital advertising campaigns across ad formats and devices. Integrations with major data, inventory, and publisher partners ensure maximum reach and decisioning capabilities, and enterprise APIs enable custom development on top of the platform. Headquartered in Ventura, CA, The Trade Desk has offices across North America, Europe, and Asia Pacific.

To learn more, visit thetradedesk.com or follow us on Facebook, Twitter, LinkedIn and YouTube.   

The Trade Desk Contact: 
Olivia Balog
Sr. Associate - Communications
olivia.balog@thetradedesk.com 

About Amagi:
Amagi is a next-generation Emmy® award-winning media technology company that provides cloud broadcast and targeted advertising solutions to broadcast TV and streaming TV platforms. Amagi enables content owners to launch, distribute, and monetize live, linear channels on Free Ad-supported Streaming TV and video services platforms. Amagi also offers 24x7 cloud-managed services, bringing simplicity, advanced automation, and transparency to all broadcast operations. Overall, Amagi supports 800+ content brands, 800+ playout chains, and 5,000+ channel deliveries on its platform in over 150 countries. Amagi has a presence in New York, Los Angeles, Toronto, Mexico City, London, Paris, Sydney, Seoul, and Singapore; broadcast operations in New Delhi; and innovation centers in Bengaluru, Zagreb, and Łódź.

Amagi Contact:
Aashish Washikar
Director - Corporate Communications 
Email: aashish.washikar@amagi.com 
Mobile: +91 9533390005