“The closer you are to the publisher, the easier it is to match your data, because there are fewer hops. You don\u2019t need to go from the publisher to the SSP to the DSP to the DMP to try and resolve who a user might be. In short, there\u2019s better fidelity.”<\/p>\n\n\n\n
“The other thing we hear from buyers is the fact that curation can be DSP-agnostic. Buyers can take the same deal ID they use across our supply and use it with multiple different DSPs. A lot of buyers work with more than one DSP, so they like the ability to transport that deal ID across the landscape.” \u2014 John Gentry, CEO of OpenX<\/p>\n\n\n\n