Why Georgia-Pacific is turning its programmatic scrutinty to the sell side

“For years, we’ve believed that the future of programmatic would be defined by smarter, more intentional supply, and we’re seeing buyers demand that now. When you reduce duplicative paths and enforce quality at the source, you end up with a cleaner auction, a more predictable supply chain, and a buying environment that agencies can trust.” — Matt Sattel, President of OpenX

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