WTF is traffic shaping?: Publishers' preferred programmatic ad supply chain management technique

Digiday
Digiday
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Published 2023-10-06
Conventional wisdom would hold that publishers should sell any and all ad slots they can to maximize their ad revenue. But sometimes publishers stand to make more money by more tightly managing their programmatic sales through a tactic called traffic shaping.

As Digiday senior media editor Tim Peterson breaks down in this explainer skit, traffic shaping is the publisher version of advertisers' supply path optimization techniques and is akin to restaurants managing online delivery orders. For a deeper explanation of traffic shaping, check out this article on Digiday's site: digiday.com/media/wtf-is-traffic-shaping/

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