<b>Confirmed: 'exclusive direct publisher' pitches in pop are almost never exclusive</b>
The same publisher sells the same zone to a dozen 'exclusive' partners. Exclusivity in remnant pop is a sales line, not a contract reality.
— How to verify: launch identical creatives across two 'exclusive' sources. Matching zone IDs or identical bounce signatures = same supply, two badges.
— Why it persists: 'exclusive' justifies a CPM premium on inventory anyone can buy.
— The buyer move: pay remnant prices for remnant inventory. The exclusivity tax is optional and you're the one opting in.
— Our read: real exclusivity comes with a contract and a minimum, not a rep's promise.
— confidence: high
Pop Wire
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