Who gets to decide what is premium? Is it dangerous to outsource that decision to The Trade Desk (or any one DSP)? And how should publishers position themselves within the future of this so-called premium internet?
American City Business Journals earns about 90% of its revenue from direct sales. So it is looking to invest in technology that can streamline its direct business as much as possible.
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.
Go to any SSP or DSP website and you’re likely to see a mention of programmatic “premium.” But programmatic premium shouldn’t stop at inventory – ad tech companies should also be supplying premium service to make sure advertisers can actually optimize their buys by maximizing the value of that premium inventory, writes Steve Pelletier, SVP of strategic partnerships & corp development at FatTail.
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 Google’s Open Bidding.
“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 […]
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 […]
