We've been hearing at Publisher Forums for a while now that pubs are shedding demand partners rather than on-boarding them. Now we've got the data to back it up—and the drop is dramatic. Oh, and guess who else is doing a bit of culling? Advertisers are shaking loose DMPs fast.
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As with programmatic display, the earliest inroads into programmatic video were set up to give the buyer the right of way in certain key matters. Private exchanges initially left valuable inventory ripe for cherry-picking by buyers, and prone to devalue greatly if passed back. Meanwhile, video content that by rights…
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The Forrester Wave report on Sell-Side Platforms sets the stage for the publisher ecosystem in 2012 by labeling SSPs a “vital part of the publisher tech stack.” The SSP is an increasingly necessary tool for managing and optimizing a plethora of indirect sales channels – oh, and making sure they’re…
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