佐治亚-太平洋公司为何将程序化广告的未来押注于供应端而非需求端
Why Georgia-Pacific bet the future of programmatic on supply, not demand
佐治亚-太平洋公司并非旨在证明 2024 年程序化广告的未来走向。其初衷是为了停止在 30 多个看似销售大致相同库存的 SSP 上浪费资金。两年半后，这一目标或多或少地得以实现。
乔治亚-太平洋在2024年并非旨在证明程序化广告的未来走向。它旨在停止在30多家似乎都在销售大同小异库存的SSP（供应方平台）上浪费金钱。两年半后，这或多或少地成为了现实。乔治亚-太平洋数字媒体高级总监Paras Shah表示，程序化广告领域的未来在于供应端。
English Original▾
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