Why the Supply-Side Needs to Prioritize Performance Over Scale
Quality matters
The programmatic industry has spent the better part of the last decade chasing scale. More inventory, more bid requests, more supply sources — all in the belief that volume automatically equals value. The Association of National Advertisers' (ANA) latest Programmatic Transparency Benchmark delivers a sobering reality check: Despite years of supply path optimization efforts, the industry is still wasting $26.8 billion annually on inefficient media transactions.
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