Post from the Rob Leathern’s Zeronomy blog:
Wrong-headed Thinking about Publisher Inventory – Zeronomy.
I wrote on this a few days ago, but Rob’s post has the benefit of his experience and perspective. His last sentence says it all: publishers have to bring their own data to the table if they want to differentiate their brand. They’re not hapless victims being steamrolled by the big bad DSPs…or at least, they don’t have to be. It’s great that yield optimizers are helping protect the value of publisher inventory, but watching this industry, you feel like these guys aren’t using what they already know about their audience.
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