For as much energy as advertisers and agencies have put into supply path optimization over the years, the programmatic supply chain is still in need of cleaning up. See the recent examples of made-for-advertising sites, Forbes and Colossus calling into question ad buyers’ abilities to control what inventory they’re purchasing programmatically.
This helps to explain why Digitas North America is planning to take a stricter approach to how it sources inventory.
“I’m setting a rule this year that we’re coming off of the open exchange. We’re going to start buying on auction package only. … So basically setting up [private marketplace] deals with suppliers,” Leah Askew, svp and head of precision media at Digitas North America, said on stage at the Digiday Programmatic Marketing Summit in Palm Springs, California, on Wednesday.
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