2023: The Year SPO Went Mainstream
2023 saw SPO become further cemented in the strategies of DSPs and SSPs for capturing market share. But the long-term trend might see SPO become the default for programmatic advertisers.
2023 saw SPO become further cemented in the strategies of DSPs and SSPs for capturing market share. But the long-term trend might see SPO become the default for programmatic advertisers.
From clear-eyed looks at the industry’s shortcomings and conflicts of interest to prognostications that presage the next batch of conference panel talking points, you can count on these astute industry voices to drive the conversation.
Here are the pros and cons of client-side and server-side header bidding, and some typical use cases for each.
On Thursday, OpenX announced a twofold initiative called TV+, which reserves the CTV label for what the company deems premium inventory while booting resellers from the supply pool.
Traffic-shaping algorithms push almost all bids to cookied traffic. And the time to adapt to cookieless traffic is almost running out.
With last year’s lingering slide in ad spend, PubMatic sees itself playing the long game by innovating in CTV and retail media, leaning into the SPO trend and adopting cookieless tech.
First-party data is bolstering Slickdeals’ direct sales efforts and offsetting an industry-wide decline in programmatic CPMs. That data is also making ad targeting more effective for its native retail media inventory as demand for retail ads ramps up.
Why are publishers accepting this reality – in which The Trade Desk is now bidding below floors and, in many cases, bypassing the sell-side vendor ecosystem altogether with OpenPath – without batting an eyelash?
While Backstage does cut out SSPs for the most part, it also resurrects some aspects of Yahoo’s own SSP tech.
Alex Cone, product manager for the Google Privacy Sandbox, addressed some of the industry’s burning questions during AdExchanger’s Programmatic IO event in New York City last week.