The Trade Desk’s OpenPath Fuels 15% Revenue Growth for Gaming Platform Overwolf

Gaming platform Overwolf saw a 15% increase in monthly programmatic revenue between February and March, year-over-year, since joining The Trade Desk‘s supply path optimization effort, OpenPath, in December. The private company wouldn’t share more specific financials. It reportedly generated $50 million in ad sales in 2022, but told ADWEEK that this has “increased significantly.” Overwolf did note that a “very low” amount of that 15% revenue growth comes from the cost savings of bypassing the supply-side platform fees, which can vary between 10% and 30%. It wouldn’t share how much more demand it was getting from being on OpenPath compared with simply using The Trade Desk’s demand-side platform.The Trade Desk’s advertisers have been accessing Overwolf’s supply in the open exchange for the last couple of years, albeit indirectly, with revenue from The Trade Desk accounting for more than 50% of Overwolf’s programmatic ad revenue. After noticing solid performance and low audience duplication across platforms like Twitch, the DSP approached Overwolf about joining OpenPath, which links the gaming platform’s supply of ad inventory directly with The Trade Desk’s large swath of advertisers,Since January, two major advertisers—one QSR and one pharmaceutical—have struck more strategic buys with the gaming platform due to the inventory
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