OpenX Aims to Boost Publishers’ Online Ads with New SSP Technology

Publishers have always gotten the short end of the stick in online advertising. That comes as no surprise when you realize there’s just about a limitless number of places to run ads, but the technologies underlying online ads, especially placed through the automated real-time bidding auction process called programmatic advertising, also have been built in a way that gives advertisers and agencies much of the power. “The publishers have been left out of the bonanza of online ad wealth,” says Gartner analyst Andrew Frank.

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