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‘Xandr DSP took the brunt of the frustration with Netflix’: Overheard at the Digiday virtual town hall

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Ad Tech Briefing: Public companies’ first loyalty is to shareholders — why do advertisers give them an easy time?


Dynamics in ad tech, particularly within the demand-side platform sector, are in flux, causing media agency practitioners considerable head-scratching. That’s why it’s good to talk with peers. 

Media buyers attending Digiday’s Programmatic Marketing Summit last month expressed a desire to evaluate their DSP partnerships and explore opportunities to shift more spend to more favorable, i.e., transparent, platforms that better align with client needs.

Many wanted to explore the impact of trends, such as the rise of Amazon’s DSP on the ad tech market (particularly its potential to undercut market leaders, including The Trade Desk and Google’s DV 360), so fervently that a virtual follow-up session was called for. 

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WTF is sell-side decisioning?

This video is sponsored by Index Exchange. For more information about sell-side decisioning, check out this report.

A lot of decisions are made between the time someone shows up on a website and when an ad loads on the page. But many of those decisions are left up to advertisers and the demand-side platforms they deploy to do their programmatic ad buying. Fewer decisions are made by publishers and the supply-side platforms they use to sell impressions.

But it doesn’t have to be that way. With programmatic processes speeding up, publishers and SSPs can do more merchandising of impressions before they are put up for auction. This merchandising can take different forms — such as setting price floors, adding contextual signals and affixing brand suitability scores to a bid request — all of which can fall under the umbrella term of sell-side decisioning, as the video below explains.

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