The Trade Desk on Tuesday revealed new details about how its recently launched supply path product OpenAds will work.

Debuted earlier this month, OpenAds has been positioned as a prebid wrapper created with the intention of improving supply chain transparency and giving media buyers a direct route through which to access publisher ad space.

The Trade Desk CEO Jeff Green and vice president of product Mike O’Sullivan described the new features of OpenAds at an event in New York hosted by Prebid.org , a nonprofit platform that sets standards for programmatic advertising and helps publishers manage header bidding. In August, Prebid.org made changes to the Transaction ID marker in bid requests meant to improve privacy that resulted in limited insight from media buyers.

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