Marketers chase “premium” publishers to reach “premium” audiences. And brands expect to pay a premium price for premium inventory. Many SSPs promise premium inventory, but the buy side shouldn’t be expected to take the sell side’s word for what qualifies. On the buy side, DSP are rolling out proprietary connections to premium inventory – take The Trade Desk’s OpenPath, for example. Fortunately, despite what the name might suggest, premium inventory doesn’t seem to be in such short supply.

Source: CNN September 20, 2022 00:57 UTC