‘We go straight to the publisher’: Buyers beware of SSPs arbitraging inventory

by Ross Benes // 

A publishing executive, speaking under the condition of anonymity, recently told a story that has industrywide implications. Despite putting only 20,000 daily video impressions in the open market, this executive said, some advertising partners had purchased over 100,000 daily video impressions that they had believed belong to the publisher.

A few advertisers seeking cheap inventory fell for this trick on more than one occasion. They came to the publisher for some sort of solace after they realized that they had purchased garbage.

“If someone is dumb enough on the agency side to think they are getting our inventory on an open market without talking to us, then let them waste their fucking money,” the exec said. “It is buyer beware on the open market.”

 

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