Independent ad exchanges, which historically focused entirely on the publisher, are now pouring resources into serving advertisers directly. They know that 2019 will be a year when marketers consolidate their budgets into a shorter list of trusted exchanges, and it is mission-critical to be among that group.

The SSP is moving its ad exchange over to the Google Cloud Platform in the hope that it can withstand the commodification of ad tech vendors now that it can secure lower take rates as a result of not having large operating costs. Spiraling costs took its toll on the business last month when it revealed it would ax 100 jobs.

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