Why Georgia-Pacific bet the future of programmatic on supply, not demand
Georgia-Pacific didn t set out to prove a point about programmatic s future in 2024. It set out to stop wasting money on 30-odd SSPs that all appeared to be selling more or less the same inventory. Two and a half years later, that s more or less what happened anyway. The future of the programmatic space sits on the supply side, said Paras Shah, Georgia-Pacific s senior director of digital media. I
Georgia-Pacific didn t set out to prove a point about programmatic s future in 2024. It set out to stop wasting money on 30-odd SSPs that all appeared to be selling more or less the same inventory. Two and a half years later, that s more or less what happened anyway. The future of the programmatic space sits on the supply side, said Paras Shah, Georgia-Pacific s senior director of digital media. I