How Today's B2B Buyers Approach RFPs and Vendor Selection
What triggers B2B buyers to issue an RFP? Do buyers usually go into the RFP process already favoring a vendor? To find out, researchers surveyed 350 B2B buyers involved in vendor selection.
Adtech's Publisher-First Era: How SSPs Must Adapt to Survive
Martech — Thu., Sep. 11, 2025The adtech industry is shifting towards measurable results and real partnerships, with publishers becoming smarter about which SSPs they work with.
Publishers now look beyond CPMs and measure success by overall revenue impact, user experience, and brand safety, pushing SSPs to invest in technical excellence and people.
Publishers want SSPs that understand their business models, provide actionable insights, and prioritize fraud prevention, with the market rewarding those who create lasting value and leaving behind those who compete on commodity access.
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Adtech's Publisher-First Era: How SSPs Must Adapt to Survive
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