Our May report quantifies the CTV category’s movement toward auction duplication and provides perspective on the implications for media buyers, DSPs, SSPs, and publishers.

In our April report, we quantify decline in MFA supply, the drivers of contraction, and the remaining challenges of managing MFA supply for both buyers and sellers.

Our March report quantifies the size and growth of the sales house category and discusses the implication for mid-market publishers.

In our February report, we provide a detailed analysis of the way floor prices are declared to DSP buyers and assess the benefits and risks of dynamic flooring.

Our January report identifies 90 bellwether portfolios that meet the highest supply chain standards and that we will track throughout our 2024 research.

In our December report, we share results from our second annual Seller Sentiment survey – our once per year opportunity to ask industry insiders for their opinions of the 100 largest publishers and intermediaries.

In our November report, we clarify the limitations of today’s DSP reporting capabilities and propose a new process that traders can follow to enrich off-the-shelf DSP reports.

Our October report unpacks the challenges of rigorously building and maintaining inclusion lists of trusted websites, mobile apps, and CTV apps. We also introduce a new daily-updating data feed designed to simplify inclusion list creation and maintenance.

In our September report, we assess the ways in which US-based brands and agencies deploy DE&I budgets, and we recommend best practices for reaching diverse-owned publishers at scale and with confidence.

Our August report assesses common MFA gray areas. We also put forward our working definition of the MFA category and clarify our requirements for surfacing the MFA label in our dashboards and raw data feeds.

In July 2023, we assess the benefits and risks of strategic alliances between agencies and SSPs, and we recommend best practices for maximizing the value of these partnerships.

Our June 2023 report unpacks the current state of CTV content signals and recommends a roadmap for unlocking baseline CTV content controls and incentivizing greater transparency.

In May 2023, we take a deep dive into the current state of auction duplication, the motivations behind ad tech initiatives to more actively manage bidstream bloat, and the likely industry effects of DSP and ad exchange bidstream management initiatives.

Our April 2023 report unpacks the ways in which publishers carry counterparty risk, provides a comprehensive list of each publisher’s counterparties, and recommends actions publishers can take to protect against collections issues.

In March 2023, we describe the ways copyright-infringing content is monetized via RTB auctions and recommend actions buyers should take to protect their investments from funding piracy.

Our February 2023 report unpacks points of supply chain risks among the 100 most reputable open internet media companies.

In our January 2023 report, we describe the emergence of curated marketplaces and introduce 100 “bellwether” publishers that should be anchor tenants in every curated marketplace.

Our December 2022 report measures seller sentiment among industry insiders, compares that sentiment with our own, and quantifies investments captured by untrusted sellers.

In November 2022, we unpack four reasons that web bid requests either redact or misrepresent the URL where an ad will serve, and we propose simple steps buyers and sellers can take to protect against these obfuscated auctions.

Our October 2022 report outlines the challenges of detecting MFA inventory and presents a durable solution for identifying media companies that have outsize dependence on paid traffic.

In September 2022, we take a close look at the web video supply landscape with a particular focus on stratifying various implementations of in-stream video.

Our August 2022 report disaggregates the largest open internet media companies into operating units — clusters of websites and apps that are monetized using shared supply chains.

In our July 2022 report, we discuss what the elimination of rebroadcasting means for all supply chain participants – marketers, DSPs, exchanges, intermediaries, and publishers.

Our June 2022 report identifies best practices for utilizing ads.txt, sellers.json, and bidstream data to identify direct and indirect supply chains of any website, mobile app, or CTV app.

In May 2022, we quantify the business outcomes of marketing investments on Made For Advertising inventory.

In our April 2022 report, we assess the risks to buyers of ad-funded disinformation and recommend a two-pronged strategy to reliably protect against disinformation content.

Our March 2022 report identifies supply chain risks for CTV buyers and sellers.

In February 2022, we asses the benefits and risks of Google Open Bidding.

Google’s Project Bernanke - and dynamic take rates more generally - were an inevitability once publishers started implementing header bidding.

Our January 2022 report outlines four supply chain trends that are triggered by supply concentration.