Magnite CRO Sean Buckley takes issue with the recent characterization of supply-side platforms (SSPs) in peril.The prevailing narrative is that SSPs are cutting out demand-side platforms (DSPs) in a desperate attempt to differentiate - and in response to ominous countervailing forces.Last year, The Trade Desk launched OpenPath, a product that allows buyers to circumvent their supply partners (especially Google) and buy inventory directly from publishers.
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