WTF is sell-side decisioning?

""Many decisions in programmatic ad buying are left up to advertisers and demand-side platforms rather than publishers and supply-side platforms, leading to imbalances in the ecosystem.""

""By speeding up programmatic processes, publishers can merchandise impressions better before they go to auction, potentially changing the dynamics of sell-side decisioning.""

This article discusses the role of publishers and supply-side platforms (SSPs) in programmatic advertising, highlighting how they often relinquish decision-making power to advertisers and demand-side platforms (DSPs). However, with advancements in programmatic processes, publishers can increasingly merchandise impressions themselves by implementing strategies like price floors and brand suitability scores. This shift could lead to a more balanced ecosystem, empowering publishers to take control over the auction processes and improve their advertising strategy.

Read at Digiday