Publishers categorical cautious optimism
For all of the hand-wringing about what it’d imply for SSPs to broaden their shopper roster, publishers who spoke to Adweek expressed cautious optimism concerning the development. A direct path to consumers may imply fewer ad-tech charges consuming into income and extra of their stock coded as premium.
“On the writer facet, we should be the place the demand is coming from,” mentioned Amanda Martin, SVP of partnerships and enterprise technique at writer community MediaVine. “If which means it’s coming from 100 pipes or 10 pipes, 10 pipes can be quite a bit simpler to handle.”
Nonetheless, there’s a danger that the proliferation of provide paths will balkanize publishers’ stock, mentioned Paul Bannister, CSO at writer community Raptive.
“When is it potential that our sellers and their sellers are going to the identical individuals and attempting to promote comparable issues?” Bannister mentioned. “The advert market is massive. There are many locations for everybody to fish should you decide these locations logically and coordinate groups.”
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