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Agencies opt to do business with limited number of SSPs over DSPs
Agencies are increasingly opting to use supply-side platforms over their demand-side counterparts to avoid intermediaries, cut costs, negotiate better terms and boost income from clients, writes Seb Joseph. Omnicom Media Group, GroupM, Havas and other agencies are also cutting back on the number of SSPs they utilize, and David Newman at Dentsu Aegis UK and Ireland, says "We have seen that reducing the number of exchange partners hasn't had an impact on scale or performance and has allowed us greater control over where and how we are buying."
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