Why Georgia-Pacific bet the future of programmatic on supply, not demand

“Intelligence is moving closer to supply — where signals are cleaner, identity is stronger, and quality can actually be measured rather than inferred after the fact. Concretely, that’s IQ scoring, ad load and ad-adjacency filtering, brand suitability controls, and capping the supply chain at no more than two nodes. Buyers can see it, not just take our word for it.” — Stacy Bohrer, SVP, Global Buyer Development, OpenX

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