Why SSPs And DSPs Are Breaking The Barrier Between Supply And Demand | AdExchanger
Briefly

from AdExchanger2 weeks ago
In 2022, The Trade Desk launched OpenPath, allowing advertisers to connect directly with premium publishers, bypassing Google Open Bidding and SSPs for transparency and efficiency.
AdExchangerhttps://www.adexchanger.com/data-driven-thinking/why-ssps-and-dsps-are-breaking-the-barrier-between-supply-and-demand/
Yahoo's Backstage DSP followed suit in 2023, enabling marketers to buy directly from top publishers, motivated by data loss due to privacy regulations like Apple's AppTrackingTransparency.
AdExchangerhttps://www.adexchanger.com/data-driven-thinking/why-ssps-and-dsps-are-breaking-the-barrier-between-supply-and-demand/
The shift towards direct connections aims to increase transparency, efficiency, cost savings, and revenue, as companies position themselves for success amidst evolving ad tech landscapes and regulations.
AdExchangerhttps://www.adexchanger.com/data-driven-thinking/why-ssps-and-dsps-are-breaking-the-barrier-between-supply-and-demand/
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