SSP

What is the future of curation in 2025? On the CES conference floor, PubMatic Chief Revenue Officer Kyle Dozeman talks about why curation is such a hot topic in ad tech.

Curation is a reaction to programmatic’s worsening queries-per-second problem, says Permutive’s Joe Root. DSPs are biased toward impressions that have an identifier attached, so SSPs are using curated deal IDs as a stand-in for third-party cookies.

Dave Strauss, VP of revenue operations and strategy for North America, spoke with AdExchanger about The Guardian’s PMP priorities and how it’s tapping into other emerging revenue streams.

While tech companies are jumping on the curation bandwagon, publishers are left to navigate a new normal in programmatic advertising, where they often don’t have a say.

Forrester released its first SSP wave since 2014 last week, and there’s a surprise. The research firm ranked Google – whose sell-side ad tech platform is facing federal antitrust charges – as a mere challenger.

By implementing the anti-MFA playbook detailed in the ANA’s November report, brands were able to reduce the portion of their programmatic budgets going to made-for-advertising sites to about 1%.

At Tuesday’s Prebid Summit, a panel of publisher and pub tech execs shared tips for how publishers can get the most out their flooring strategies.

Publishers were encouraged to see the DOJ highlight Google’s stranglehold on the ad server market and its attempts to weaken header bidding.

Adopting standards and interoperable IDs can benefit the entire ecosystem, enabling solutions that can help solve for omnichannel ROI and more effective tracking of ads across platforms.

PubMatic’s $5 million loss from DV360’s bidding algorithm fix earlier this year suggests second-price auctions aren’t completely a thing of the past.

The SSP revised its full year outlook down by $10 million, due to a DSP partner adopting first-price auctions and weakness in key ad verticals. But it highlighted mobile in-app as a new key revenue stream.

Although the full revenue impact of Magnite’s exclusive SSP partnership with Netflix hasn’t hit yet, simply announcing the deal “created significant momentum for our business,” Magnite President and CEO Michael Barrett told investors.

Ranker saw a 5% increase in demand from a new fully automated Prebid wrapper optimization feature in Magnite’s Demand Manager.

Publishers and SSPs aren’t incentivized to accurately label their video inventory. But increased pressure from the buy side could correct the skewed pricing dynamics that result from outstream being sold as instream.

Setting price floors can unlock additional revenue. But only by setting the “right” floor for any given impression can you increase and not harm yield.

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.

PilotDesk offers AI- and machine-learning-based workflow software for ad buyers and sellers. These solutions are based on the company’s experience with how ad servers like SpringServe function.

How big of a deal is The Trade Desk’s top 100 list? AdExchanger spoke to industry experts for their reactions and bounced some of their hot takes off The Trade Desk.

Since launch, 82% of advertisers that buy inventory through the Yahoo DSP have tried Backstage at least once. And buyers are seeing lower CPMs from cutting out SSPs.

In today’s newsletter: Publishers fear they’ll be excluded from The Trade Desk’s “premium internet”; buyers weigh in on Netflix’s plans to offer an ad server; and PayPal launches an ad network and data brokerage.

Audience targeting and online information campaigns have had some gnarly byproducts. Advertisers need to own our contributions to political polarization before it can get better.

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.

Advertisers worried about MFA could take a cue from the mobile app ecosystem and focus on performance instead of viewability. 

Buyers could solve many of the issues they have with the open web by focusing less on viewability and clicks and more on driving performance outcomes, says Goodway Group director of strategic partnerships Andrea Kwiatek.

MFA sites simply don’t belong on ad exchanges. And the industry already has the tools it needs to eliminate MFA from the supply chain.

There are other motivating factors for crossing the LUMAscape, besides increased efficiency and less ad fraud. These businesses are trying to position themselves to win in a transformative era that will make or break many ad tech companies.

Rising levels of invalid traffic and MFA sites – together with the number of intermediaries taking their cut – are raising the cost of inventory. How can mobile demand platforms avoid waste and the costs associated?

Buyers will soon have far more transparency into video ad inventory sold through Google’s platform. But some publishers and video platforms have concerns.

In today’s newsletter: Google PAIR snags a CTV partnership with NBCU; why Madison Avenue and Hollywood will never make their relationship official; and TV buyers explain why they aren’t all-in on alternative currencies just yet.