The shift from third-party cookies, increasing demand for transparency, and the commoditization of SSPs have triggered a new phase in digital advertising—one that repositions publishers at the helm of media decisioning. In this episode of First-Party Pod, Gloria and Rio sit down with Scott Messer, founder of Messer Media and long-time sell-side advocate, to unpack the growing momentum behind Sell-Side Decisioning (SSD), the reimagining of curation, and what it means for SSPs, DSPs, and agencies alike.
They explore how SSD empowers publishers to attach deal IDs and activate data in the crucial milliseconds after a bid request, reshaping how algorithms and curators influence the path to purchase. Scott explains why agencies and SSPs are embracing curation 2.0—powered by first-party data and probabilistic IDs—while DSPs face existential questions about their future role in media buying.
Plus, a look at buy-side opacity, the reality of bid duplication, seller-defined audiences, and and why the future of digital advertising hinges on trust, interoperability, and a new era of publisher innovation.
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