"Curation is a great way to shift net new ad dollars away from the walled gardens and toward open web publishers," said Heather Carver, CRO at Freestar.
"PPDs give buyers a priority lane to the middle tier of publisher inventory that wouldn't typically be sold directly but that has higher viewability and attention scores than most open-auction inventory," explained Audigent CEO Drew Stein.
According to research, advertisers spend roughly $450 billion on direct deals every year compared with roughly $150 billion on open web display and in private marketplaces.
The disparity persists because open web publishers can't match the audience scale of a player like Meta, which impacts their share of direct programmatic advertising dollars.”
Collection
[
|
...
]