AdWeek
Dec 3, 2020
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Major streamers are rethinking relationships with third-party ad tech
Major players in connected TV, including Amazon and Vizio, are solidifying their positions as go-to ad platforms as the streaming grab ramps up.
Sonja Kristiansen, vp of global platform partnerships at SSP TripleLift, said having expansive access to inventory is a major competitive advantage for Amazon’s DSP. To remain competitive with big platforms that control their own inventory, Kristiansen is seeing independent DSPs form closer relationships with CTV publishers and SSPs.
“You always need to be working directly with the publisher, but also have a relationship with the advertiser because [CTV] is being transacted in a deal environment. So, there’s not a ton of what I consider organic upside,” she said. “You really need to be like a best-of-breed company that has direct relationships with advertisers and publishers.”