SSPs

Publishers are initiating more and more auctions – but doesn’t mean DSPs are listening to more bids, according to Chris Kane.

Programmatic media buyers care about serving the needs of their advertiser clients. But there’s no reason they can’t also help publishers – especially diverse publishers – at the same time.

OpenX would like people to stop thinking about supply-side platforms as “dumb pipes,” thank you very much.

The concept of ID bridging has long been the foundation of programmatic advertising, writes LiveIntent CEO Matt Keiser. What is cookie matching but an early iteration of ID bridging? 

Dave Clark, who’s led TripleLift for the past two years, is stepping down, effective immediately, and is being replaced by a coterie of TripleLifters.

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

Why does MFA continue to thrive? MFA monetization benefits everyone in the ad tech ecosystem that collects a revenue share. That includes both SSPs and DSPs.

The past decade has been tumultuous for supply-side platforms. But SSPs will be fine, according to SSPs. They’re simply evolving.

Practically every ad tech vendor has put out a press release in recent months full of bluster about cutting out made for advertising sites – and yet supply sources remain oversaturated with garbage inventory.

Every week, we publish an original comic inspired by trends in the online advertising industry. These are the stories – and the puns – behind AdExchanger’s top 10 comics of the year.

Publishers are adamant that SSPs are solely responsible for vetting demand partners. But not every SSP agrees that it’s their responsibility to assess the risk of doing business with DSPs.

The demand-side platform Viant announced an expansion of its supply-path optimization solution for connected TV ad buying.

Magnite increased its purchase data reservoir through a partnership with Attain, a purchase data company. But the data upgrade is restricted to ClearLine.

A weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem…  

When MediaMath filed for bankruptcy last week, the company’s co-founder and former CEO, Joe Zawadzki, was on the outside looking in. AdExchanger spoke with Zawadzki just a few hours after the news broke.

Microsoft’s purchase of Xandr from AT&T in late 2021 might have looked like an embrace of third-party ad tech. But while parts of the Xandr tech are considered valuable by Microsoft, the future of Xandr as an SSP integrated with thousands of outside publishers is in doubt.

There’s a prevailing narrative that supply-side platforms are releasing tools to cut out demand-side platforms in a desperate attempt to differentiate. But “it’s much more nuanced than that,” says Magnite CRO Sean Buckley.

A weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem… Nate Neal has been translating the AdExchanger editorial team’s wacky, wonky and in-the-weeds ideas into beautiful comic form for 13 (!!) years. This is his last comic for AdExchanger before striking out for new horizons. He leaves us with an unparalleled archive of illustrated ad […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. SP-Oh, It’s On Call it supply-path optimization, transparency or premium publisher marketplaces. Whichever you choose, Digiday writes, it “amounts to disintermediation.” In recent years, DSPs have leapfrogged SSPs to establish direct connections with media companies. The marketers are interested in media, after all, […]

Ad industry veteran and event stage mainstay Amanda Martin is taking on a new role as Mediavine’s SVP of partnerships and business strategy. Martin will be moving from the buy side to the sell side after a nearly eight-year stint at ad agency Goodway Group.

Deal IDs are helping publishers package their audience data while providing advertisers the flexibility and transparency that they’ve desired for so long, writes Tony Mowad, VP of business development at Bombora.

TripleLift laid off one-fifth of its workforce on Thursday, which translates to more than 100 employees, AdExchanger has learned. The cuts only affect employees in the US and Canada. TripleLift confirmed the layoffs to AdExchanger. The company says it’s making this move as a course-correction after lower-than-expected growth. TripleLift invested heavily in company growth last […]

A weekly comic strip from AdExchanger that highlights the digital advertising ecosystem…

“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 […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Upselling Ad arbitrage – buying web traffic and then selling that inventory on a website for more than it was originally paid for – is universally decried but is also still a lucrative strategy. The enterprise data software company DeepSee published a report showing […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Trump Gets A Pass The Trump administration is reportedly getting the friends and family deal over at Facebook when it comes to the platform’s misinformation rules – which don’t seem to apply to prominent Trump associates and conservative groups, according to The Washington Post. The […]

“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Danny Spears, chief operations officer at The Ozone Project. With better practices in programmatic advertising rapidly replacing the persistent problems of the past, we must call out and challenge things that stand in the way […]

The new coronavirus is wreaking havoc worldwide as uncertainty reigns, and marketers aren’t immune. This week on The Big Story, the team diagnoses the effect of COVID-19 on 2020 ad budgets, work productivity and the industry conference circuit. Advertisers won’t necessarily spend less, but they will probably start shifting budget to channels where they know […]

The supply-side platform Index Exchange and WPP’s media buying unit GroupM are approaching publishers with an unusual partnership. According to three publishers who were briefed about the deal, GroupM will begin to rout a majority of its demand through Index Exchange as part of a supply-path optimization (SPO) effort. Concentrating demand on Index’s pipes will […]

As marketers seek more transparency into their programmatic buys, they’re bypassing their demand-side platforms and going straight to exchanges and publishers to ask for log-level data about the bids they’ve won and lost. More than a dozen of the most hands-on, sophisticated marketers – including P&G, L’Oréal, T-Mobile and Bayer – are leading the charge. […]