As consumers increasingly opt out of hyper-targeting and tracking, less of the internet is visible to ad tech platforms. With this change underway, advertisers are struggling to reach target audiences and run impactful ad campaigns through major media channels, causing a significant decline in their allegiance to open marketplaces (OMPs).
With addressability at only 30% and OMP revenue down by 25%, publisher sales teams are looking beyond OMP revenue and focusing on direct-sold partnerships. Permutive’s new guide helps publishers adapt to the changing landscape with real examples of publishers building lasting relationships with brands to win repeat business, enabling publishers to build a direct-sold strategy that drives ad sales.
Download the report to learn:
- How to make the switch from OMP to direct-sold
- How to unlock greater returns from advertising
- How to build direct relationships with buyers
- How to create cleaner supply paths
Sponsored by: Permutive