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Adtech intermediaries are slowly disappearing

Adtech intermediaries are slowly disappearing

A trend is climbing on the part of publishers. They are gradually separating intermediaries by cutting ties with programmatic resellers. By working with fewer partners (only with vouchers), publishers give priority to controlling the configuration of their ads, as well as to generate additional revenue.

Indeed, the intermediaries are for the publishers a congestion in their configurations, and are detrimental to monetization. In between three to four years: The New York Times, for example, reduced its programmatic partners by 75%

The ads.txt has a share of responsibility in the case. Where, initially, it is required for security measures, it is useful in the directory of all their partners. If a reseller ID is not on this list, most DSPs will not purchase reseller inventory for their customers.

Nearly every sentence he says packs potency

Reticent and hyper-aware