"We're probably looking at cutting out 60% of our partners," said the head of programmatic, emphasizing the move towards relying on fewer, more trustworthy supply-side platforms for better performance.
Moves to conduct Supply-Path Optimization (SPO) reflect the growing lack of trust internally and among clients in the ad tech market, driving marketers to ensure reliability and effectiveness.
Programmatic ad execs express concern by contemplating cutting budgets in response to industry chaos, acknowledging the necessity for deep-seated reform rather than just reactive measures.
Real change in the programmatic ad industry requires comprehensive restructuring, not just knee-jerk reactions like budget cuts, as noted by industry executives.
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