The heady days of programmatic explosion may have cooled off a little, but that doesn’t mean ad-tech M&A is over by a long way.
Noah Porter would welcome it – though the media agency executive would also do so cautiously.
“There are lots of players in this space and it can be very complex to wrap one’s head around, so consolidation helps with that,” says the 360i programmatic senior director, in this video interview with Beet.TV.
“The downside is, that takes away some of the buying power we have … it makes things a bit harder from a negotiation standpoint if there’s only one or two sources for a particular piece of supply.”
Porter was speaking with Beet.TV to give an overview of the evolution of programmatic ad trading over the last few years.
He says his advertisers’ demands have gone unchanged – they are thirsty for transparency and quality. But one tactic is rising up the agenda – programmatic guaranteed, through which an ad buyer an a publisher agree a fixed price on inventory if a publisher sends an advance device ID through a supply-side platform.
“Programmatic guaranteed is becoming something that is talked about more and more with myself and my colleagues,” Porter says. “There are challenges with that obviously, because, from a supply standpoint, there aren’t that many SSPs (supply-side platforms) who are making that capability available yet.
“And honestly, not all of the DSPs (demand-side platforms) have that capability as well, which is a challenge, -but that’s something that we’re pushing for as we go towards the future.”
This video is from a Beet.TV series titled Consolidation & The Case for Supply Chain Innovation, presented by PubMatic. For more videos, please visit this page.
