Publishers categorical cautious optimism

For all of the hand-wringing about what it would imply for SSPs to increase their shopper roster, publishers who spoke to Adweek expressed cautious optimism concerning the pattern. A direct path to consumers might imply fewer ad-tech charges consuming into income and extra of their stock coded as premium.

“On the writer aspect, we have to be the place the demand is coming from,” mentioned Amanda Martin, SVP of partnerships and enterprise technique at writer community MediaVine. “If meaning it’s coming from 100 pipes or 10 pipes, 10 pipes can be quite a bit simpler to handle.”

Nonetheless, there’s a threat that the proliferation of provide paths will balkanize publishers’ stock, mentioned Paul Bannister, CSO at writer community Raptive.

“When is it doable that our sellers and their sellers are going to the identical folks and making an attempt to promote related issues?” Bannister mentioned. “The advert market is massive. There are many locations for everybody to fish if you happen to decide these locations logically and coordinate groups.”