Publishers express cautious optimism
For all the hand-wringing about what it might mean for SSPs to expand their client roster, publishers who spoke to Adweek expressed cautious optimism about the trend. A direct path to buyers could mean fewer ad-tech fees eating into revenue and more of their inventory coded as premium.
“On the publisher side, we need to be where the demand is coming from,” said Amanda Martin, SVP of partnerships and business strategy at publisher network MediaVine. “If that means it’s coming from 100 pipes or 10 pipes, 10 pipes would be a lot easier to manage.”
Still, there is a risk that the proliferation of supply paths will balkanize publishers’ inventory, said Paul Bannister, CSO at publisher network Raptive.
“When is it possible that our sellers and their sellers are going to the same people and trying to sell similar things?” Bannister said. “The ad market is large. There are plenty of places for everyone to fish if you pick those places logically and coordinate teams.”
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