CTV Publishers Benefit from Separated Demand and Tech Platforms


Throughout the industry, the pressure being put on publishers to bundle tech and demand partnerships is a signal that it is a good time to create new transparency and fairness standards for CTV. 

To get the best price and highest amount of fair competition for their inventory, CTV publishers should select ad tech platforms and demand partners through separate processes. The best tech platform for a publisher may be from a vendor that also provides demand or maybe from a vendor that provides technology only. However, publishers need a consistent, objective framework to make choices that will benefit their short-term revenue goals along with long-term growth and independence.


Source link