Curated marketplaces vs direct SSP deals: the SPO fork

Curated marketplaces vs direct SSP deals: the SPO fork
Watching: SPO pushed buyers to curation (PubMatic Convert, IndexExchange Marketplace), and pubs are unsure which door to stand at.
— Direct SSP PMP: you control the deal ID, terms, and reporting — best for known agency relationships.
— Curation layer: a curator packages your inventory with data and resells access — more reach, but a hop and a fee you may not see.
— Curation can lift demand, but it can ALSO relist you as RESELLER downstream. Watch the sellers.json trail.
Impact: Take curation for incremental demand, keep your highest-CPM deals DIRECT. (sourced)