As a division of Overwolf, Nitro is thrilled to be a part of the official integration with global advertising technology leader The Trade Desk’s OpenPath, a solution that enables advertisers to have direct access to publishers’ advertising inventory. Through OpenPath, advertisers now have a direct connection to Overwolf’s exclusive gaming inventory on Overwolf Ads (including Overwolf’s desktop apps platform and Nitro's network of 500+ premium websites). This approach to inventory is designed to foster a fairer and more transparent ad marketplace, giving advertisers better control over their media spend while publishers gain greater visibility into demand. 

As a combined and complementary force, Nitro and Overwolf Ads allow advertisers to reach over 100M gamers monthly both during and beyond playtime across hundreds of the biggest games and websites. By implementing The Trade Desk’s OpenPath solution, advertisers can now benefit from:

Revenue Growth Opportunities:

OpenPath optimizes ad transactions by providing a clearer and more transparent supply path, resulting in higher bid volumes and better pricing for publishers. Advertisers experience increased win rates and cost efficiencies while publishers enjoy higher fill rates and demand, ultimately driving revenue growth.

Streamlined Efficiency:

By shortening the distance between buyers and sellers in the supply chain, OpenPath reduces unnecessary steps in the programmatic ad-buying process. This simplified workflow improves operational efficiency and saves time, allowing advertisers and publishers to focus on reaching the right audiences and driving impactful results.

Transparent Ad Paths:

OpenPath increases transparency by providing a better understanding of the journey each ad impression takes. With rich data signals and contextual insights, OpenPath enables advertisers to make more informed decisions, fostering trust and fairness within the digital advertising ecosystem.

The announcement follows other major milestones for Overwolf Ads this year, including becoming ranked #4 Gaming Property in the US by Comscore (alongside Twitch & Roblox), winning the Digiday Technology Award for Best Gaming Ad Tech in 2024 and joining Yahoo DSP’s exclusive premium publisher list (alongside Xbox & Apple News).

“We are thrilled to be deepening our relationship with The Trade Desk as we work closely together to create value for advertisers on the premium open internet with OpenPath. New and existing advertisers will now be able to gain direct access to our exclusive audience of 100M monthly hard-to-reach gamers via IAB Standard display and video formats, alongside non-skippable ad placements that provide 90%+ viewability rates and 85%+ video completion rates.”

- Elazar Heim, VP Revenue, Overwolf

“Gaming is a dynamic, fast-growing industry, and advertisers are seeking smarter, more personalized ways to connect with its passionate players. Overwolf Ads stands out by reaching the gaming community across desktop apps and websites with relevant ads that enhance, rather than disrupt, the gaming experience. That’s why The Trade Desk is thrilled to welcome them as one of the first major gaming inventory solutions to integrate with OpenPath. This partnership unlocks new opportunities for brands to engage authentically with gamers while benefiting from the premium quality and programmatic performance that define The Trade Desk."

- Sean Holzman, GM of Inventory Development at The Trade Desk

About Overwolf Ads

Overwolf Ads is a world-leading gaming platform empowering brands and advertisers to reach over 100 million monthly gamers across hundreds of the world’s biggest titles and premium gaming websites.

Ranked by Comscore as #4 Gaming Property and Digiday’s Best Gaming Ad Tech Platform 2024, Overwolf is trusted by global brands and agencies such as Universal Pictures, P&G, Dr Pepper, AMD, Monster Energy, Nissan, KFC, WPP, Dentsu, Havas, The Trade Desk and more. 

For more information on Overwolf, visit www.overwolf.com/ads.

About Nitro

As a division of Overwolf, Nitro is dedicated to reinventing website monetization for the gaming industry. Nitro’s ad tech platform combines uncompromised user experience and nitro-speed revenue and service with Net 7 Payouts, same-day support and the industry’s fastest ad loading. Recognized for its speed, transparency, and general ease of use, Nitro works closely with over 300 publishers that run 500+ gaming websites worldwide. This exclusive gaming network of sites for the world’s most popular IPs accounts for over eight billion ad impressions across a network of over a billion global pageviews.

For more information on Nitro, visit www.nitropay.com.