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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

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

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