""From 2023 to 2025, we've grown our buyer sales team over 200%," said Sattel. "That is ultimately because we believe that we have to service agencies and become a very buyer-driven organization in order to drive value to publishers.""
""Over the last year, the ad tech vendor has been running sessions with every major holding company and a "many independents," said Sattel, with execs walking those teams through supply-path diagnostic, s-chain analysis and directness scoring to help them understand where duplication, recycled inventory and made-for-arbitrage sits inside their buying.""
""These meetings aren't surface-level roadshows, continued Sattel. Agency execs are shown log-level discrepancies between SSPs and walked through how inflated queries-per-second scores manifest inside demand-side platforms - the kind of education that traditionally came from consultants rather than supply partners.""
Supply-side platforms (SSPs) shifted from pure publisher advocacy to courting buyers and agencies, creating tension with publishers that expected price support. OpenX doubled down on agency relationships and expanded its buyer-facing operations, reporting over 200% growth in its buyer-sales team from 2023 to 2025. The vendor runs detailed sessions with major holding companies and independents, presenting supply-path diagnostics, s-chain analysis and directness scoring to reveal duplication, recycled inventory and made-for-arbitrage. Meetings include log-level discrepancy reviews and explanations of inflated queries-per-second metrics in demand-side platforms. Agencies increasingly seek strong SSP relationships to improve buying transparency and publisher revenue.
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