• by Ray Schultz , Columnist, March 11, 2025

The Guardian has expanded its partnership with The Trade Desk to provide advertisers with premium digital advertising inventory through the Trade Desk's OpenPath. 

The goal is to offer “data-driven decision making around audience targeting, measurement and optimization," says Sara Badler, chief advertising officer, North America, The Guardian.

The move comes as The Guardian invests in its programmatic sales operations in the US UK and Australia. Assuming it performs as promised, it’s the sort of arrangement that other publishers should seek. 

“Our strategic partnership with The Trade Desk on OpenPath will allow more brands to access Guardian inventory,” Badler says.

Then there’s this point: “The Trade Desk’s sustainability efforts promoting the use of open internet exchanges reduces the carbon footprint associated with digital advertising, which is key to our mission and aligned with our values,” Badler adds.

Apparently, that’s no idle boast: The Guardian says it has won B Corp certification and has cut emissions by 43% since making its first environmental pledge in 2019. It is now on track to achieve net-zero emissions by 2030, it claims. 

Moreover, the integration will result in a smoother connection to The Guardian’s premium inventory, and help advertisers’ content with what it calls the opaque privileges of the walled gardens, The Guardian adds. 

“Major publishers like The Guardian recognize the challenges of black-box supply chains and are embracing OpenPath to create a more transparent, competitive, and efficient process for advertisers,” says Will Doherty, SVP of inventory development, The Trade Desk.