resellers

Atria’s collective approach is a response to growing monetization challenges and the need to protect the value of human journalism in the AI era.

If AI-powered sales agents are the future, the instinct is simple: more agents should mean more revenue. But isn’t this the same logic that drove SSP proliferation over the last decade?

Goodway Group has reduced the number of SSPs it works with from about 20 at the end of 2024 to just single digits today.

If a buyer wants real control, “domain rationalization” alone will never be enough. Buyers need “bid rationalization,” shaping the supply at the bid-request level so they see fewer, better, more outcome-relevant opportunities.

Complexity hasn’t made the CTV supply chain difficult to trust. This is a transparency problem and, more specifically, an ads.txt problem.

The divergence between the DSPs reveals shifting buy-side priorities. Advertisers have grown wary of how The Trade Desk earns margin, where its algorithm steers inventory and how these strategies compete with buyer goals.

When it comes to managing fraud, there are four steps CTV publishers should take to remove bad actors from the supply chain.

SSPs have mostly either applauded or downplayed the recent crackdown on CTV resellers, but smaller publishers see it as another revenue squeeze.

The generative AI trend generated endless hot takes this year, but the ad industry also had plenty to say about growing competition between DSPs and SSPs. Here are AdExchanger’s top 10 most popular guest columns of 2025 and why they resonated.

Unauthorized ID stuffing, rampant reselling and misaligned signals inflict incredible damage on the programmatic ecosystem. If publishers want to compete with the walled gardens, we must raise our standards. 

The Trade Desk is cutting its workforce. A company spokesperson confirmed the news with AdExchanger. The layoffs affect less than 1% of the company.

Enjoy this weekly comic from AdExchanger.com that highlights the digital advertising ecosystem … and happy Thanksgiving!

Add Vibe.co to the list of CTV ad platforms that are kicking supply-side resellers to the curb.

Enjoy this weekly comic from AdExchanger.com that highlights the digital advertising ecosystem …   

Our industry has done a terrible job rewarding publishers for monetization choices that align their supply to quality and outcomes vs. short-term yield bumps. But is it overly optimistic to think The Trade Desk’s recent moves prove that’s changing?

SSPs are staring at their own demise. And it’s because, for over a decade, SSPs have positioned themselves as agnostic platforms.

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 […]