More advertisers are re-evaluating how they use demand-side platforms, putting the supply-side platforms they buy ads from in the firing line.

The more advertisers learn about how their DSPs buy programmatic ads, the more they’re asking their agencies why they pay SSPs to handle those deals if it’s possible to buy directly from publishers. The tech tax is eating more of the advertiser’s budget, and while that was acceptable when programmatic spend was relatively low, it’s not now.

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