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.
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.
Enjoy this weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem …
ArcSpan’s new DMP, called AMS, was specifically built to organize a publisher’s first-party data into buyable contextual audiences and also highlights which audiences are likely to drive the most revenue.
