The trajectory of digital advertising remains unchanged. There are plenty of signs that the investments advertisers have made in cookie alternatives are already paying off.
The average CTV platform now authorizes 30 SSPs to sell its inventory. And one of the most noticeable effects of increased SSP saturation in CTV has been higher costs due to SSP reselling.
How big of a deal is The Trade Desk’s top 100 list? AdExchanger spoke to industry experts for their reactions and bounced some of their hot takes off The Trade Desk.
Since launch, 82% of advertisers that buy inventory through the Yahoo DSP have tried Backstage at least once. And buyers are seeing lower CPMs from cutting out SSPs.
The phaseout of third-party cookies kicked off the sell-side curation trend. But it’s also being driven by advertiser concerns about open web media quality and the need to enhance publisher contextual signals with audience data.
Curation’s shift to the sell side is giving DSPs less control over how advertisers curate audiences, which is creating new tensions in the programmatic ecosystem.
Buyers could solve many of the issues they have with the open web by focusing less on viewability and clicks and more on driving performance outcomes, says Goodway Group director of strategic partnerships Andrea Kwiatek.
In addition to establishing another pipe for programmatic demand, Colossus SSP will add SHE Media’s network of minority- and woman-owned publishing brands to its own minority-focused PMPs.
Getting personalization right remains tricky, and AI will only make it trickier. Then, inside Privacy Sandbox testing and the rise of curation tech.
Index Marketplaces activates the curation capabilities of DSPs, DMPs and RMNs – and the demand for their PMP deals – across Index Exchange’s network of publishers.
