Mars Petcare is checking direct SSP purchasing for CTV advertisements
By Seb Joseph - January 9, 2025 -
Ivy Liu
For many marketers, programmatic marketing is a one-stop store: log into a demand-side platform (DSP), location your quotes and stop.
Mars Petcare, nevertheless, is doing things in a different way.
When it pertains to CTV, it's utilizing a supply-side platform-- the tool publishers usually utilize to handle advertisement sales-- to purchase advertisements straight, avoiding the typical DSP path completely.
"For over a year now, We've been combining our CTV advertisement costs into less partners in order to reduce cross partner frequency overlap and extend distinct reach," stated Jonathan Tuttle, assoc...