The New York Times Prioritizes Partner Value Over SSP Quantity in Ad Stack
· 4h ago · Originally reported by AdExchanger
The New York Times takes a selective approach to programmatic monetization rather than adding supply-side platforms simply to boost bid density. Courtney Glaze, the publisher's VP of revenue operations, explained that every ad tech vendor must demonstrate clear value to remain in the tech stack.
Why it matters
Bloated ad tech setups can slow down sites and increase technical overhead without delivering incremental revenue.
Explain it like I’m new here
Instead of inviting every salesperson into their store, the newspaper only works with a few trusted partners who bring real buyers.
Read the original at AdExchanger
Terms in this story
Publisher
A publisher is any owner of content or a digital property, such as a website, app, streaming service, podcast or screen network, that earns money by selling ad space to advertisers.
SSP (supply-side platform)
An SSP (supply-side platform) is software that publishers use to sell their ad inventory automatically to many buyers, running auctions and managing prices, deals and quality controls.
Impression
An impression is one instance of an ad being served and counted as displayed to a user; it is the basic unit that most online advertising is bought and sold by.
Ad tech
Ad tech is the software and infrastructure that decides which ad appears where, buys and sells that ad space, delivers the ad, and measures what happened afterwards.
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