The article discusses the emerging trend of sell-side decisioning in the programmatic advertising space, highlighting its transformative impact on the supply chain. Historically, decision-making has been primarily focused on the buy side, with demand-side platforms driving strategies for marketers. However, new AI-powered technologies are enabling supply-side platforms (SSPs) to leverage rich data insights for proactive decision-making, evolving their role from mere execution to strategic influencers in the advertising process. This shift aims to optimize revenue while improving the efficiency of ad purchases for publishers and marketers alike.
For many years, SSPs were focused on integrating with publishers across different channels and formats. Now, we're seeing a number of different companies exploding onto the scene, with different innovations.
A lot of companies are realizing that it can be easier to integrate and implement on the sell side, because they're basically connecting to all of the supply.
#programmatic-advertising #sell-side-decisioning #supply-side-platforms #data-insights #ai-in-marketing
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