"Now, due to a rapid increase in computational power, we see an exciting window of opportunity in the 10 milliseconds before a bid request is even sent. Today, sophisticated data science and custom algorithms can be applied to a bid request before it ever reaches the DSP. That means decisioning isn't limited to just the buy side anymore - the supply side now has the ability to shape demand, apply intelligence, and unlock value in real time."
"Earlier decisioning means smarter auctions. For media owners, it means inventory can be packaged, curated, and priced with greater precision, ultimately driving higher yield. For advertisers, it means bids are informed by richer, cleaner signals, increasing the likelihood of reaching the right audience at the right time - without wasted impressions or unnecessary hops across the supply chain. The net effect is improved performance, stronger ROI, and a healthier ecosystem where value is created closer to the source of supply."
A rapid increase in computational power opens a 10-millisecond window before a bid request is sent, enabling pre-bid processing. Sophisticated data science and custom algorithms can evaluate bid requests on the supply side before DSP involvement. Supply-side decisioning allows media owners to package, curate, and price inventory with precision, run predictive models, and create curated marketplaces. Advertisers receive richer, cleaner signals and reduce wasted impressions and supply-chain hops. Auctions become smarter, driving higher yield for publishers and improved campaign performance and ROI for advertisers. Value creation shifts closer to the source of supply, producing a fairer, more efficient ecosystem.
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