Advertising Programmatic

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

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.

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