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Jeff Green Proposes OpenAds for Transparent Digital Advertising

10/14/2025

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Summary

Story summary

Jeff Green, CEO of The Trade Desk, criticized the lack of transparency in the digital ad supply chain, focusing on resellers and supply-side platforms that complicate bid requests.
He proposed OpenAds, an open-sourced auction framework, and PubDesk for automated demand insights.
Mike O’Sullivan said OpenAds would improve publisher yield management without sacrificing their control.
The Prebid Summit on October 14 will discuss these developments.

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Story summary

Jeff Green, CEO of The Trade Desk, criticized the lack of transparency in the digital ad supply chain, focusing on resellers and supply-side platforms that complicate bid requests.
He proposed OpenAds, an open-sourced auction framework, and PubDesk for automated demand insights.
Mike O’Sullivan said OpenAds would improve publisher yield management without sacrificing their control.
The Prebid Summit on October 14 will discuss these developments.