Is real-time bidding the future? Zach Coelius, CEO of demand-side platform Triggit, thinks it is. The reason, believes Coelius, is that when RTB offers price transparency and aggregates multiple inventory sources, it allows buyers to target narrow audience segments at scale, restricting buys to purchases that match a pre-determined quality standard.
More in Media
Media Briefing: Publishers search for new ways to grow (and authenticate) audiences, overheard at the Digiday Publishing Summit
“[Advertisers] already pay data providers for data. So why not pay the publisher?”
Research Briefing: Publishers’ revenue sources are top of mind at Digiday Publishing Summit
In this week’s Digiday+ Research Briefing, we examine which revenue streams were top of mind for publishers at the Digiday Publishing Summit, how TikTok is getting even more marketing spend from brands and retailers despite facing a potential U.S. ban, and how Disney is rolling out DRAX Direct, a direct integration with the industry’s largest DSPs, as seen in recent data from Digiday+ Research.
How Forbes is testing its SSPs to improve programmatic ad revenue
Forbes has been running tests with its SSPs to improve the ad tech firms’ contributions to the publisher’s revenue.