Why Georgia-Pacific bet the future of programmatic on supply, not demand
Georgia-Pacific cut its SSPs by 80%. Here’s what it learned about supply-side control.
本条来自 Digiday（Marketing / 媒体），聚焦 brand、ai。 Georgia-Pacific didn’t set out to prove a point about programmatic’s future in 2024. It set out to stop wasting money on 30-odd SSPs that all appeared to be selling more or less the same inventory. Two and a half years later, that’s more or less what happened anyway.
Georgia-Pacific cut its SSPs by 80%
- Georgia-Pacific didn’t set out to prove a point about programmatic’s future in 2024
Georgia-Pacific didn’t set out to prove a point about programmatic’s future in 2024. It set out to stop wasting money on 30-odd SSPs that all appeared to be selling more or less the same inventory. Two and a half years later, that’s more or less what happened anyway.
“The future of the programmatic space sits on the supply side,” said Paras Shah, Georgia-Pacific’s senior director of digital media.
It’s fair to say Georgia-Pacific arrived at that view rather than started with it. The first leg of this journey was spent almost entirely on the other side. Continue reading this article on digiday.com . Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.
It’s fair to say Georgia-Pacific arrived at that view rather than started with it. The first leg of this journey was spent almost entirely on the other side. Continue reading this …
“The future of the programmatic space sits on the supply side,” said Paras Shah, Georgia-Pacific’s senior director of digital media.…