Reselling isn’t good, and reselling isn’t bad. Like publisher-direct supply, indirectly-sourced supply can advance a marketer’s goals, or it can waste a marketer’s money.
Our industry is now ready to take a more nuanced approach to reselling. We have publicly available data that provides transparency into resold supply. And we have new DSP bidding tools that give buyers control over how their bids are submitted to programmatic resellers.
We are today releasing the output of our research into multi hop programmatic supply chains with the goal of helping marketers take a data-driven approach to reselling.
In this whitepaper, we introduce a framework that marketers can use to make informed choices about which reselling adds value to their media buys, and which doesn’t. Having studied over 200 supply-side advertising technology companies that power programmatic auctions, we think marketers can organize their supply path optimization strategies around four major categories of reselling:
In the whitepaper, we also provide an overview of emerging DSP capabilities that enable marketers to turn supply path insights into a trading advantage.
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