As the open marketplace fails, advertisers are turning to publishers to reach audiences
The OMP offered an automated and easy path for buyers and sellers looking to reach addressable markets at scale, but it’s now the source of more challenges for advertisers.
Read MoreAdvertising has an addressability problem; publishers can help
The answer to the OMP’s shortcomings and the need for addressability lies in publishers and direct-sold deals.
Read MoreAs the open marketplace collapses, direct sales offer publishers a lifeline
As the OMP collapses, publishers are off-setting losses with direct-sold programmatic
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