The Guardian deploys OpenPath amid programmatic revenue surge
Illustration by Reagan Hicks / Shutterstock/ The Current
AI is shaking up the media industry, leaving many of the world’s publishers grappling with declining traffic and the threat of AI cannibalizing their content. In response, they are filing lawsuits over mounting copyright infringements. But while some struggle to adapt, others are finding a way to thrive.
The Guardian seems to have figured out a viable business model without relying on paywalls — a strategy favored by peers like the Financial Times and The New York Times. Instead, it generates revenue through advertising and reader contributions.
This week, the global publisher doubled down on its advertising strategy, announcing it would integrate with The Trade Desk’s OpenPath in a bid to provide advertisers with direct access to its premium digital advertising inventory across its U.S., U.K. and Australia sites.
OpenPath gives advertisers a direct connection to premium media, simplifying the programmatic supply chain so that more of their ad spend can reach publishers with fewer intermediaries.
Sara Badler, chief advertising officer, North America at The Guardian, tells The Current that the publisher is “already seeing positive returns in our monetization strategy and yield.”
“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 at The Trade Desk.
The Guardian joins a growing list of global publishers and media owners adopting OpenPath in a push to optimize the supply path alongside Reuters, Condé Nast and CNET.
The Guardian’s strong financial results are partly a result of its focus on quality media and embrace of programmatic innovations. The publisher’s fiscal year runs until the end of March, but Badler said that its programmatic revenue has increased over 25% so far this year compared to this time in 2024.
Badler says The Guardian is a champion of the pure auction system, where the highest programmatic bidder wins the ad impression.
“In traditional programmatic models, multiple intermediaries often get involved, which can result in inefficiencies, lower revenue and less control over pricing. A pure auction system ensures that every demand partner competes equally for the highest bid, delivering maximum yield for publishers,” she says.
The Guardian’s commitment to quality extends beyond its news coverage to its ad experience, Badler says. On ad density specifically, she says the publisher believes that fewer ads create a better user experience and greater ad value.
Reducing ad clutter and excising programmatic intermediaries align with The Guardian’s broader goal of achieving net-zero emissions by 2030, Badler adds.
“OpenPath is a direct integration with The Trade Desk and removes middlemen. Removing these intermediaries cleans up our supply path. Ads don’t have to go through SSPs, which reduces our carbon footprint.”
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