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I didn't downvote you, but I worked in adtech a couple of years back, and observed the opposite. We saw direct-sold contracts overtake DFP income almost immedia

I didn't downvote you, but I worked in adtech a couple of years back, and observed the opposite. We saw direct-sold contracts overtake DFP income almost immediately after the team started looking for them. It was a mid-size company (about 1,000 employees). My reasoning on why this is is that networks like DoubleClick don't care or know any of the qualities that raise the value of a particular publication in the advertiser's mind. All you are to them is a blank square above or below the fold on a domain with X monthly uniques. Do you have a source for your claim that there's "less money in the overall market"?

manigandham 8y ago
Direct-sold contracts will always have more income because they are larger deals, the same way TV buys easily reach into millions, but you have to pay for that sales team which cuts into margins so net net can be very different. Advertisers are getting more into programmatic to consolidate their media teams into a few DSPs and strategies because of the targeting and attribution capabilities of digital. My sources are the CEOs of major ad exchanges and the internal discussions with their BD and revenue teams, although there are some posts about it [1]. Europe has seen a big drop in liquidity on open-exchanges and while a lot of spend has shifted to private deals, it's still more labor to setup and and manage those deals so spend is now further focused on Goog/FB and large sites. 1. https://digiday.com/media/google-data-protection-regulation-gdpr-strafing-ad-sellers/ https://digiday.com/media/google-data-protection-regulation-...