"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.
The aim is to tighten the line between client demand and publisher supply. As part of the process, she expects to cut her roster of SSPs to 10 or less from the current count that she pegged at under 15.
#programmatic-advertising #supply-path-optimization #inventory-sourcing #digital-marketing #advertising-strategy
[
add
]
[
|
|
...
]