How Media Buyers Are Downsizing Their Number of Ad-Tech Partners

Concerns over opaque practices prompt them to probe auction mechanics and reduce SSP relationships

Havas trimmed its SSP roster this year from more than 40 to less than 10. Getty Images

Approximately 80% of display ad spend is now powered by ad tech, according to eMarketer, with the phrase “programmatic” rising from a niche term used by digital marketers in the late 2000s to a mainstay of contemporary marketing parlance.

@ronan_shields ronan.shields@adweek.com Ronan Shields is a programmatic reporter at Adweek, focusing on ad-tech.
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