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The Real Economics of SSP Ownership in 2026: When Scale Meets Efficiency
In AdTech, owning a platform such as an SSP is often perceived as a sign of power. In reality, this is a complex equation that has numerous solutions and problems with it. The early-2020s wave of “B
Why Hybrid Doesn’t Always Mean Better: The Hidden Complexity of Dual-Stack Monetisation
In theory, running multiple monetisation stacks can maximize yield. In practice, it often splits it. Over the past few years, publishers have adopted dual-stack approaches that combine several SSPs or
Cross Channel Campaigns That Work: From Awareness to Conversion
Customers don’t think in channels. They Google search, they scroll on Instagram, they check email, watch streaming TV and visit websites without really caring which marketing team is running wha
Healthcare Digital Marketing: How to Reach and Retain Patients Online
How patients search for and select healthcare providers will never be the same again. Today, 77% of patients use search engines leverage search engines when booking an appointment and 60% want to sche
Financial Services Go Digital: Marketing Strategies That Convert
Since the start of 2010, branch visits have fallen by more than half. Today, 89% of bank customers interact with financial institutions through digital channels as their primary means to engage with b
Advertising Fallacies: 10 Real-World Examples Marketers Still Fall For
You see dozens of ads every day that fail to actually tell you why you might buy the product. Instead, they depict celebrities using it, manufacture false urgency or suggest that everyone else is in o