A recent IAB study shows that only about 45% of working media dollars actually find their way into the pockets of publishers. The rest goes to to overhead, fees and all the other mysterious costs of supply-side platforms.
But not for long.
It's RIP for SSPs and the Future is Holistic is the new Ooyala article, an edited version of which originally appeared in Exchangewire, that looks at how broadcasters and publishers are beginning to earn the revenues they deserve — and how the programmatic platforms of the future are already beginning to push SSPs into the background in favor of holistic video advertising solutions.
Learn more: download It's RIP for SSPs and the Future is Holistic now.