ANA findings show the programmatic industry is still wasting $26.8 billion a year, even as buyers concentrate spend across fewer partners and domains. According to Tyler Romasco, scale-first strategies have inflated artificial volume through bid-request duplication, multi-hop reselling, and MFA content, while delivering little real value. With premium inventory finite and buyers demanding transparency and performance, SSPs that prioritize strict quality standards, direct supply, and modern data and identity capabilities will define programmatic’s future — and those clinging to volume risk falling behind.
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Why the Supply-Side Needs to Prioritize Performance Over Scale
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