In the ad tech landscape, direct demand is the cornerstone of effective curation, driving significant value for Supply-Side Platforms (SSPs). This power stems from the ability to directly connect high-quality inventory with premium advertisers, ensuring targeted and efficient ad placements that benefit both publishers and brands.
Signal vendors, evolving from traditional data companies, play a crucial role in this ecosystem. They either facilitate the sale of PMPs or provide the necessary data for enhanced PMP+ campaigns. Among various signals, attention has emerged as a significant metric, guiding the relevance and effectiveness of curated ads.
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