Georgia-Pacific didn’t set out to prove a point about programmatic’s future in 2024. It set out to stop wasting money on 30-odd SSPs that all appeared to be selling more or less the same inventory. Two and a half years later, that’s more or less what happened anyway.
“The future of the programmatic space sits on the supply side,” said Paras Shah, Georgia-Pacific’s senior director of digital media.
It’s fair to say Georgia-Pacific arrived at that view rather than started with it. The first leg of this journey was spent almost entirely on the other side.
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