Rajeev Goel, PubMatic’s chief executive, stated, 'Historically, X had only accessed social-media ad budgets. They selected PubMatic as an SSP partner, opening up their traditionally closed ecosystem to tap into the $26 billion in open internet native display and video ad spend.' This marks a significant shift in X's advertising strategy, as it aims to diversify its revenue sources beyond social media ads.
By opening up to the so-called open marketplace, X can theoretically tap into a bigger pool of potential advertisers - though it's likely these ads would be sold at lower prices than directly sold deals, and X would have to share some of the revenue with its adtech vendors. This highlights the trade-offs involved in positioning itself within a more competitive ad environment.
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