When it comes to programmatic advertising, milliseconds matter. To maximize revenue, publishers have to configure their Prebid setups to account for how quickly SSP auctions can respond to bid ...
The Trade Desk recently classified SSPs as resellers and doubled down on a strategy that has been in place for years: establishing direct connections to supply sources. The stated goal is to ...
The channel is moving towards a more collaborative way of working, explains Blackshaw. For years, programmatic advertising has prioritized scale and automation: plug audiences into a DSP, activate ...
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