SSP

Equativ is now blocking made-for-advertising content from all exchange activity, marking a larger trend of pushing to eliminate MFA sites.

When it comes to third-party cookies on Chrome, Google’s plan to reverse course is neither here nor there, says Magnite CEO Michael Barrett. “Forget Privacy Sandbox,” Barrett said. “That thing was dead upon arrival.”

Google’s SSP and ad server businesses have been ruled monopolies. And Google Chrome isn’t going to change its third-party cookie opt-ins, further preserving third-party cookies. Go inside this momentous news.

If the court ultimately orders Google to spin off AdX or DFP, the result would be a fundamental rebalancing of power across the digital advertising supply chain. For marketers, the implications are just as significant.

More competition between SSPs and ad servers should be a boon for publishers in the long term. But publishers will feel some growing pains if there is a sudden disruption in Google’s ad payouts or if their ad server fees increase.

After adopting OpenPath, Freestar pubs now see 3x higher inventory fill rate from The Trade Desk demand and 27% higher programmatic revenue from these buyers.

Warner Bros. Discovery officially launched OpenPath last week, with the goal of driving demand for its news sites’ display inventory. But for now, CTV is not part of the integration.

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.

The curation debate is missing a critical piece: standardized reporting. Without it, curation risks leaving publishers in the dark about its actual value.

PubMatic CEO Rajeev Goel dishes on sell-side curation, data fees, how the business model differs from buy-side curation and how publishers can control pricing for curated deals.