Qortex’s Post

Supply-side platforms (SSPs) have been pivotal in reshaping the digital advertising landscape since the early 2000s. Our latest article unpacks the fascinating world of SSPs and ad exchanges, exploring how they empower publishers and advertisers alike. Learn how SSPs automate inventory sales, fine-tune monetisation strategies, and safeguard brand integrity to drive revenue growth. Intrigued? Make sure to read the full article for a deeper understanding: https://lnkd.in/dJFge7qh #ssp #supplysideplatform #adexchange #adtech #martech

Another great exclusive from Catherine Perloff showcasing The Trade Desk focus on premium publisher environments on the #openweb, especially the continued rise of #ctv per the below: "Typically, connected TV commands higher rates than open web advertising. In the second half of 2023, marketers paid 78% more for CTV ad impressions than for publishers outside the DSP’s top 500 list. But for web publishers, marketers only paid 11% more for those on the list during that same period, according to the report."

Exclusive: The Trade Desk published a list of the top 100 publishers, as part of its pitch that it is a purveyor of the premium Internet. To make the list, TTD used the same criteria it's using for its ad buying product SP500+, which has not launched yet. This tool will let buyers buy from a group of more than 500 top publishers (though this list won't be publicized in the same way). "Lists are a practical way to get some attention,” said Will Doherty, vp of inventory development. “We hope that it creates more conversation over these publishers. A little debate is not a bad thing.” For more details & to see the list: https://lnkd.in/eVBSDm6Y

Great insights

How do you kneecap competition? You make the competition part irrelevant. Ad buying incentives are fine, but they become something else when ad ROI ceases to be the primary buying objective. Seeing the U.S. v Google trial and the testimony of many brave execs describing the arcane technical details of Google's ad market manipulation, I wanted to remind folks of the dubious paths ad budgets took to make it into Google's platform in the first place. So much to say on this topic, but this is a start. Eager for your thoughts. https://lnkd.in/gAnGTJ8v

This is (unfortunately) an essential read for anyone in marketing procurement. Many of us have heard the familiar line: “There are AVBs in digital,” but rarely have we seen them actually reach the client. After reading this piece, you’ll have the confirmation you always suspected: you were right all along. #MarketingProcurement #AVBs #DigitalTransparency #MediaFinance #ClientValue Christine Moore Women in Marketing Procurement

Another great PW article please give it a read

💥 The 10 Ways to Stop Wasting Ad Spend! 💥 Throwing money at ads that don’t deliver? We asked the team for their best tips to eliminate wasted ad spend. These are their top 10 👇 1) Adjust bids based on performance. 2) Use negative keywords strategically. 3) Target relevant keywords. 4) Optimize campaign structure. 5) Cut budgets on high-spending, low-converting campaigns. 6) Pause non-converting campaigns, targets, or ads. 7) Advertise only high-converting child ASINs for products with multiple variations. 8) Pause seasonal keywords after their season ends. 9) Check campaign placements against target ACoS. 10) Use 'down only' bidding to reduce ad spend. Your ad spend should fuel growth, not burn cash. These 10 tactics turn budget into profit, keeping your brand ahead. Without strategic ad spend management, growth stalls, profits dip, and competitors close in. Take back control now. Wondering where your ad dollars are going? Message me for a quick, no-strings-attached audit to see how to reclaim your budget. #AmazonSeller #ElizabethGreene #AmazonAdvertising #AskJunglr #AmazonPPC

🤔 SSPs have faced challenges in recent years, including the rise of header bidding, competition from DSPs, and consolidation within the ad tech industry. SSPs are adapting to factors like signal loss, the rise of CTV, and a blurring of lines between buy-side and sell-side tech. The role of SSPs is growing as the programmatic advertising landscape changes. The article explores these critical issues: https://lnkd.in/ezWX2JKd

Just as #advertisers and agencies are the clients of demand-side platforms, #publishers are the clients of supply-side platforms — though it may not always seem that way. Forbes has sought to reassert the relationship through a series of tests with its #SSPs to improve the ad tech firms’ contributions to the publisher’s revenue. Because SSPs work with many publishers, publishers can often take the lead of SSPs to identify what is and isn’t working in the publishers’ SSP integrations based on what has and hasn’t worked for other publishers. But last year, Forbes adopted a different approach. #dsp #ssp In this piece by Tim Peterson, we hear from Rebeca Solórzano.