How Forbes is testing its SSPs to improve programmatic ad revenue

Just as advertisers and agencies are the clients of demand-side platforms, publishers are the clients of supply-side platforms — though it may not always seem that way. Forbes has sought to reassert the relationship through a series of tests with its SSPs to improve the ad tech firms’ contributions to the publisher’s revenue.

Because SSPs work with many publishers, publishers can often take the lead of SSPs to identify what is and isn’t working in the publishers’ SSP integrations based on what has and hasn’t worked for other publishers. But last year, Forbes adopted a different approach.

“We actually stopped, and we thought, ‘What if they were wrong? What if the integration that worked for other publishers wasn’t as successful that it was for us?’ We did see revenue coming in, but we really wanted to start looking at testing what if we tried different integrations,” said Rebeca Solórzano, svp of programmatic operations and strategy at Forbes, during an on-stage session on March 25 at the Digiday Publishing Summit in Vail, Colorado.

Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.