Quality Over Quantity in Ad Tech Partnerships

Choosing the cheapest ad tech channels may lead to various issues; instead, a balanced and diversified approach is recommended. Relying solely on one or two ad tech partners, such as a DSP, can be risky due to complexities and fragmentation in the market. Placing all investments in one CTV basket is not effective currently. SSPs play a valuable role in increasing CPM and attracting content buyers, promoting a positive outcome for the media company's streaming perspective.