Curation is amazing – for SSPs. The question publishers continually ask is, “Is curation good for us?” That’s the wrong question.
Who gets to decide what is premium? Is it dangerous to outsource that decision to The Trade Desk (or any one DSP)? And how should publishers position themselves within the future of this so-called premium internet?
Why wouldn’t DSPs want to secure the best possible access to OTT inventory through programmatic while accessing the impression commitments and set pricing provided by direct deals? If DSPs want to compete with more traditional advertising platforms, they will need to do just that, writes Doug Huntington, CEO of FatTail.
