Digiday: SSPs Double Down on Tech Fee Transparency for 2019

Andrew Casale and Indexers in a meeting room

AppNexus, Rubicon Project and Index Exchange are distancing themselves from the opaque way programmatic budgets are traded to bolster their stances as vendors that can help buyers demystify those auctions. It’s a far cry from the pitches from some supply-side platforms 12 months ago, which appeared to have been outpaced by demand-side platforms when it came to tackling the problems of programmatic, as evidenced by the furor around bid caching. It left some observers questioning the value SSPs bring to an already crowded, commoditized marketplace, which is something the larger vendors will try to answer in 2019.

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