This WTF guide, sponsored by Index Exchange, explores what sell-side decisioning is, how it is reshaping the programmatic supply chain and how both publishers and marketers can benefit from applying inventory, audience and quality insights using data available from the supply side to help make buying smarter, faster and more precise.
Historically, programmatic decision-making has been concentrated on the buy side, where demand-side platforms (DSPs) evaluate supply and place bids based on the desired qualities of their target customer — resulting in a powerful automated tool to help marketers buy high-quality traffic at scale with minimal friction.
Meanwhile, supply-side platforms (SSPs) have operated as infrastructure at the execution level, primarily responsible for packaging and passing along impressions according to instruction. Despite their access to troves of rich audience data insights, these platforms have been largely left out of the strategic decision-making. Rather, they have functioned as a bridge, connecting publishers with marketers and optimizing publishers’ revenue in the process.
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