Web Publishers Fear Agencies' Demand-Side Platforms
Top tier Web publishers–already wary of ad networks and exchanges–are growing increasingly squeamish about the potential impact of demand-side buying platforms created by the top agency holding companies.
According to sources, several publishers have discussed banding together to establish their own publisher-centric ad platform, designed to protect pricing and data for premium sites.
Some sites are advocating for the creation of some sort of top publisher ad network; a handful are even said to be mulling whether they should just say no to selling inventory to demand-side platforms such as Publicis’ VivaKi and Havas’ Adnetik.
At issue is the industry’s overarching fear of being further commoditized and disintermediated.
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