Xumo, the ad‑supported streaming joint venture from Comcast and Charter Communications, is giving advertisers a new direct route to its premium inventory via OpenPath, The Trade Desk’s global direct supply solution. By connecting OpenPath through FreeWheel, Xumo becomes the first publisher to offer this integration, aiming to simplify connected TV (CTV) advertising while boosting efficiency and transparency.
The move gives brands and agencies seamless access to Xumo’s streaming ecosystem, which reaches over 60 million monthly active users across smart TVs, streaming devices, and ad‑supported channels. OpenPath reduces layers in the ad‑tech stack and supports identity‑aware buying, a growing priority in programmatic CTV.
Advanced Identity Solutions Fuel Deterministic Targeting
This integration builds on Xumo’s advanced identity infrastructure using Unified ID 2.0 (UID2), an open‑source framework from The Trade Desk that leverages hashed and salted identifiers to maintain consistent targeting across devices. By combining UID2 with OpenPath, Xumo can offer advertisers more deterministic audience targeting while streamlining the buying process.
“Direct paths to supply matter more than ever as buyers seek efficiency, transparency, and certainty,” said Jerrold Son, VP of Advertising Revenue Operations at Xumo. “By integrating OpenPath and UID2, we’re reducing the friction that can weigh down performance from the ad stack and giving advertisers a clearer, more efficient route to viewers across Xumo’s fast‑growing ecosystem.”
A Broader Push for Programmatic CTV Growth
Will Doherty, SVP of Inventory Partnerships at The Trade Desk, noted that while CTV remains some of the most premium digital inventory, much of it is still transacted via linear or transactional methods. “Xumo’s use of OpenPath demonstrates that programmatic opportunity in CTV will continue to grow. By connecting through FreeWheel, we expect the tide to rise for everyone in CTV—advertisers, publishers, and consumers,” he said.
As the CTV market evolves, Xumo’s integration of OpenPath represents a broader trend toward more transparent, accountable, and efficient streaming ad buying. For advertisers, the approach promises optimized performance, simplified workflows, and better access to premium streaming audiences at scale.
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