Advertising
1 min read

72 percent of publishers have adopted server-to-server bidding

Getting your Trinity Audio player ready...

At the Digiday Programmatic Media Summit late last year, 78 industry leaders discussed the hot topics in media. Here’s what they found….

Top findings:

  • Almost half of respondents, 47 percent, are moving key product functions in-house rather than using an external vendor.
  • The two biggest reasons companies aren’t moving more product functions in-house are internal talent and the prohibitive costs of such efforts.
  • While still the minority, programmatic private marketplaces are becoming more common. Ten percent of companies run between 76 and 100 percent of their programmatic sales through a PMP.
  • Ninety-seven percent of respondents said they plan to increase the amount of programmatic sales done through a PMP over the next year.
  • Despite the issues surrounding header bidding,  28 percent have not yet adopted server-to-server bidding.
  • Ads.txt has seen strong adoption. Over 80 percent report updating their inventory with ads.txt tags.

Read more…