To get back in control, publishers need to command their trading data, understand their audiences and work together with buyers to strengthen productive relationships
To secure the health of premium publishing as we know it in a programmatic world, publishers must take command of publisher trading data and demand buy-side transparency.
Part 1 of a 2 part series
How improved transparency will remove unnecessary margin eroding “hops” between buyer and seller while improving buyer ROI and seller yield.
Transparency among buyers and sellers can prevent the Google/Facebook duopoly and spur innovation.