Why Georgia-Pacific is turning its programmatic scrutinty to the sell side

A packaging and pulp manufacturer is not the obvious answer when the conversation turns to programmatic advertisers. That assumption, it turns out, would be a mistake. 

Georgia-Pacific sits at the more advanced end of the spectrum, with an in-house programmatic team, lower ad tech costs and media dollars concentrated across a smaller set of buying platforms. Now, the company is turning its attention to the sell side, zeroing in on the ad tech firms that move inventory for publishers — the supply-side platforms.

Why? Because these ad tech platforms are plugged directly into the bidstream — the massive flow of data-rich requests sent to advertisers for every available ad impression — making them a critical leverage point for controlling inventory quality pricing dynamics and supply-path efficiency before bids ever reach a DSP.

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