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For B2C Marketing Professionals

Selecting A Sell-Side Platform Vendor

Insights From The Forrester Wave™: Sell-Side Platforms, Q4 2011

January 10, 2012

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Authors

  • By Michael Greene
  • with Emily Riley,
  • James McDavid

Why Read This Report

Publishers judge sell-side platforms (SSPs) primarily by the size of the check delivered by the vendor at the end of a month-long test. By making such a short-sighted decision, however, publishers are overlooking the important strategic implications of their vendor choice that will actually lose them more money in the long run. Publishers should select an SSP that offers the right mix of technology and services to suit their long-term needs, including the ability to introduce new types of buying methods, technology stack integration, and customer service capabilities.

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