What Does a Good SSP Actually Need to Provide a DSP?
Beyond OpenRTB volume: clean signals, schain and ads.txt transparency, IVT controls, inventory metadata, latency, and verifiable supply quality.
Blog
Programmatic advertising guides
Long-form notes for publishers, demand partners, and engineers — SSP selection, OpenRTB, Prebid, formats, and yield.
5 Reasons DSPs Reject Otherwise Good Traffic
Why legitimate inventory still gets no-bids — quality thresholds, schain, performance, identity signals, and traffic anomalies.
Why CTV programmatic supply is harder to validate
OpenRTB signals, schain, IVT, device IDs, reselling, and supply-path transparency — what buyers and SSPs should check before bidding on connected TV inventory.
OpenRTB vs Prebid for gaming publishers
When to use S2S OpenRTB vs Prebid for interstitial and rewarded video — mediation, latency, and demand in the US, Europe, APAC, and India.
Programmatic DOOH: a practical guide
How digital out-of-home is bought on CPM, geo and daypart targeting, measurement, and how DOOH fits with display, video, and CTV.
Best SSPs for app publishers in India
OpenRTB monetization, SDK vs Prebid, CPM vs CPI demand, payment terms, and a checklist for choosing an SSP in the Indian app market.
Dynamic floors that do not starve fill
Hard vs dynamic floors, geo splits, deal priority, refresh rules, and metrics to watch when you change bid floors.
Prebid timeouts that still let demand compete
Client vs server timeouts, CMP delays, fail-open patterns, and how to drop slow adapters without losing revenue.
When a JS tag is enough — and when it is not
Tags vs OpenRTB vs Prebid — migration phases, logging tradeoffs, and when to move off the snippet.