resellers

Just because curated PMPs and direct-to-DSP deals are trendy doesn’t mean they should be the focus of every publisher’s tech stack.

While Publisher Collective didn’t see a positive or negative revenue impact from decluttering its clients’ ads.txt, it learned a lot about which of its partners were valuable and the amount of waste hidden within unnecessary line items.

The current model for ads.txt isn’t helping the industry understand how publishers are working with sellers and resellers, writes Rotem Shaul, co-CEO of Primis.

Publishers of all sizes are cutting ties with programmatic resellers. Just as buyers are employing supply-path optimization to eliminate exchanges that provide little value, publishers are removing ad tech intermediaries that clutter their setups or harm monetization. By working with fewer partners, publishers are prioritizing control over their ad setup and site experience over the […]