We were thrilled to participate in AdExchanger Programmatic I/O conference in New York City. Catch the replay of our “Programmatic Atlas” presentation here:
In this 20 minute discussion, we introduce the complexities of RTB supply paths and suggest three strategies buyers can take to overcome this complexity and exploit programmatic pricing inefficiencies:
Direct-To-Publisher integrations, in which a DSP withholds it bids from all ad exchanges and instead submits bids directly to the publisher’s header bidding wrapper.
Strategic Alliances, in which buyers or their buying platforms establish exclusive or preferred buying agreements with trusted ad exchange partners.
Algorithmic Optimization, in which buyers dynamically shift their preferred supply paths based on automated A/B testing.
For a more comprehensive breakdown of our supply path research and for access to all underlying data, check out our Programmatic Atlas.