Trends Report

Expanding Publishers' Monetization With Sell Side Platforms And Exchanges

June 25th, 2014
SB
Susan Bidel
With contributors:
Collin Colburn , Luca Paderni , Samantha Merlivat

Summary

Premium publishers with direct sales teams that wish to meet marketers' growing demands to buy and execute programmatically, complete with the ability to integrate first- and third-party data, are increasingly partnering with sell-side platforms (SSPs) and/or exchanges. The recently published Forrester Wave™ evaluating sell-side platforms and exchanges for publishers presented Forrester's best estimate on the relative values of six of the vendors in this space. Publishers adopting SSPs require easy integration, robust demand, transparency, and a wide array of options for packaging and offering inventory in support of existing sales processes and across platforms. Read this report to learn how publishers are signing on with more than one SSP and/or exchange, creating competitive environments that pit vendor against vendor, and seeing improving fill rates and cost-per-thousand (CPM) rates.

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