Xumo Expands Direct Access to Premium CTV Inventory Through The Trade Desk’s OpenPath
Xumo, the streaming joint venture between Comcast and Charter Communications, has announced a major advancement for advertisers seeking direct access to premium connected TV (CTV) inventory. Through OpenPath, a direct supply path developed by global ad tech leader The Trade Desk, advertisers can now more efficiently reach Xumo’s high-quality streaming audience.
As the first publisher to connect OpenPath through FreeWheel, Xumo’s primary ad-serving platform, the company is helping establish a new benchmark for streamlined and transparent access to CTV inventory. This integration reflects a broader industry shift toward simplified supply paths and reduced ad tech complexity.
Unlocking Direct Access to Xumo’s 60M+ Monthly Viewers
The OpenPath integration allows advertisers and agencies to seamlessly connect with Xumo’s ecosystem of more than 60 million monthly active users, spanning streaming devices, smart TVs, and ad-supported streaming channels. By minimizing intermediaries within the ad tech stack, OpenPath supports greater efficiency, improved transparency, and identity-aware buying across connected TV.
For advertisers, this means more control over media investments and a clearer path to premium streaming inventory — a critical advantage as CTV continues to capture a growing share of digital ad spend.
Strengthening Identity and Targeting With UID2
This announcement builds on Xumo’s recently launched advanced identity solution, which incorporates Unified ID 2.0 (UID2). Originally developed by The Trade Desk, UID2 is an open-source framework that uses hashed and salted identifiers to create consistent, privacy-conscious advertising experiences across devices and media environments.
By enabling UID2 within its infrastructure, Xumo can support more deterministic audience targeting across CTV, helping advertisers improve campaign performance while respecting consumer privacy expectations.
Simplifying Supply Paths and Maximizing Advertiser Value
Together, OpenPath and UID2 reinforce Xumo’s broader strategy: simplifying supply routes, improving efficiency, and maximizing the value of every advertising dollar. By aligning more closely with the buy-side tools advertisers already rely on, Xumo is positioning itself as a forward-thinking leader in the evolving CTV marketplace.
“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 friction in the ad stack and giving advertisers a clearer, more efficient route to viewers across Xumo’s fast-growing ecosystem.”
Advancing the Future of Programmatic CTV
According to Will Doherty, SVP of Inventory Partnerships at The Trade Desk, connected TV represents some of the most valuable digital media inventory available today — yet much of it is still transacted using legacy buying methods.
“Xumo’s use of OpenPath demonstrates that programmatic opportunity in CTV will continue to grow,” Doherty said. “By connecting through FreeWheel, we expect positive momentum across the CTV ecosystem — benefiting advertisers, publishers, and consumers alike.”
Why This Matters for Marketers
As the CTV landscape matures, solutions like OpenPath and UID2 are playing a critical role in reshaping how premium streaming inventory is bought and sold. For brands and agencies, Xumo’s latest move signals greater efficiency, improved targeting, and increased transparency — key factors for success in modern video advertising.
