Why it might be a rough summer for digital advertising
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Supply Path Optimization in CTV
In CTV, SBO is a lot more about setting up the right access points and optimizing economic relationships with publishers. Buying through first-party marketplaces allows better control for price but also manage things like CTV content transparency, priority, and pod position. This is because publishers often carve out certain portions of their supply to make available to generic DSP deals. By setting up our own marketplace, we have access to more premium efficient inventory across all the markets and platforms to buy through.
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