Importance of Informed Decisions and Collaborative Relationships in Programmatic Advertising

This chapter emphasizes the importance of buyers making informed decisions in programmatic advertising, including reaching the right media owners, promoting diverse initiatives, ensuring quality placements, and prioritizing sustainability. It discusses the evolving role of DSPs and the need for a strong and collaborative relationship with SSPs. Additionally, it explores the challenges and criticisms faced by SSPs regarding transparency and offers insights on conducting thorough RFPs and supply path optimization (SPO) to maximize the direct path to supply.