Does an open path create a garden with another wall? | AdExchanger

When it comes to sales”Is a column written on the digital media community sales side.

Today’s article is written by US President Joseph Lospaluto. ShowHeroes Team. After this special subscription search, the story will be published in full on AdExchanger.com tomorrow.

Sometimes, as an industry, we do not always see the value of new technology or services until we can visually explore them. At other times, the bell rings. Business Desk was a recent OpenPath-type event.

OpenPath transcends the role of traditional demand side platform (DSP), allowing advertisers to have direct contact with premium printers and break the supply chain from DSP directly into the printer collection. However, the success of the supply chain upgrade also poses a risk to the supply side platform (SSPs). These publishers were traditional guardians, and now they can be completely oppressed.

OpenPath’s focus on the supply chain in the supply chain could lead to the establishment of another walled garden such as Google, Apple, Facebook and Amazon (GAFA).

The recipe is very simple. Collect as much of the maximum possible stock directly to the source as possible. Then extract that detail and keep it commercially available only in your ecosystem. This ad gives the advertisers the amount of data that the audience likes. However, it leaves publishers with little choice but to work with another big interest collector.

Signs of danger

In addition to the obvious dangers, the real canary in the coal mine is the algorithm at the core of OpenPath. When their goals are polar opposites, no algorithm can serve two masters. However, publishers and inquiring partners should believe that this applies to all parties involved. This “believe” time story may repeat itself from the early days of GAFA. Today, anti-Semitism is slowly becoming a reality.

Publishers should not stay away from OpenPath. That is foolishness. Instead, care must be taken. A publisher must understand the value of any partnership. It is also a reminder that publishers need to take steps to strengthen their position in the ecosystem.

There are three ways to do this.

First, publishers must continue to partner with a wide range of interested players in key areas, including mobile, video, CTV and more. The key is not to become too dependent on one system of interest and instead to multiply sources of income to promote a healthy percentage.

Second, publishers need to know the value of their first-party data and create their own database. With the disappearance of third-party cookies, third-party information is an increasingly valuable product. Publishers are in high demand. They need a plan to take full advantage of their data, to take full advantage of it, to maximize business profits, and to keep themselves strong.

Finally, because we live in an agreement economy, publishers must use contextual and interpretive symbols to generate revenue for both licensed and unlicensed audiences alike.

Reinforcement restrictions

Strengthening the digital advertising industry is a result of rapid development and innovation. The result, however, should not be oligarchy.

Publishers can now play a leading role in supporting and sustaining a free, open and healthy digital world, in addition to strengthening their own position, which will benefit all concerned.

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