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»fattail

Manual Deals Just Won’t Cut It For Premium OTT Inventory

Why wouldn’t DSPs want to secure the best possible access to OTT inventory through programmatic while accessing the impression commitments and set pricing provided by direct deals? If DSPs want to compete with more traditional advertising platforms, they will need to do just that, writes Doug Huntington, CEO of FatTail.

by AdExchanger Guest Columnist // July 5th, 2022 //
»
Media Buyers Should Demand More from Programmatic ‘Premium’

“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Steve Pelletier, SVP, strategic partnerships and corporate development at FatTail.  Go to any SSP or DSP website and you’re likely to see a mention of programmatic “premium.” Typically, this refers to inventory that comes… Continue reading »

by AdExchanger Guest Columnist // June 3rd, 2022 //
»
Is The Trade Desk Encroaching On SSP Turf With OpenPath?

The Trade Desk recently made waves with the rollout of OpenPath, its direct-to-publisher offering, and its plan to turn off Google Open Bidding, a one-two punch in supply path optimization (SPO). Both of these SPO moves could reshuffle the ad buying ecosystem, making publishers less reliant on SSPs and cutting off a revenue source for… Continue reading »

by Anthony Vargas // March 3rd, 2022 //
»
What Will It Take To Unlock The Value Of Programmatic Direct?

“The Sell Sider” is a column written by the sell side of the digital media community.  Today’s column is written by Clayton Tarics, VP of product management at FatTail. Increasing privacy regulations and anti-tracking measures are making it harder, riskier and more expensive for advertisers to reach target audiences. It’s also getting harder for publishers… Continue reading »

by AdExchanger Guest Columnist // February 11th, 2022 //
»
GM Burke Says FatTail Offering Supply-Side Platform Solution

Doug Burke is General Manager of FatTail, an online advertising technology company. AdExhchanger.com: How did FatTail begin? DB: FatTail formed in 2001 to apply the tools and technologies of financial trading systems to the data rich world of online advertising. The founding team, which continues to lead the market’s innovations, had extensive experience in advanced… Continue reading »

by AdExchanger // March 30th, 2010 //
»
 

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