OpenX CEO John Gentry On Why SSPs Don’t Deserve The Flack They Catch

“The closer you are to the publisher, the easier it is to match your data, because there are fewer hops. You don’t need to go from the publisher to the SSP to the DSP to the DMP to try and resolve who a user might be. In short, there’s better fidelity.”

“The other thing we hear from buyers is the fact that curation can be DSP-agnostic. Buyers can take the same deal ID they use across our supply and use it with multiple different DSPs. A lot of buyers work with more than one DSP, so they like the ability to transport that deal ID across the landscape.” — John Gentry, CEO of OpenX

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