Publishers guard against ad tech vendors failing

Trust is leaving the economy. As businesses and people don’t pay bills, there is the counter-reaction of entities protecting themselves against being left with bad debt. In publishing, that means publishers fear ad tech vendors defaulting on payments and fearing another high-profile demand-side platform bankruptcy like Sizmek. Publishers are giving health checks to their vendors, using data like the change in how many sites supply vendors are selling across, the percentage of failed bids and more general customer service, and eliminating those who come up short as potential risks. “We created a scorecard for our partners, whether trading or data, so we can take this time to be more strategic with who we work with based on five-factor criteria,” said a director at a global news publisher. “That includes classic things like unique demand profiles and data leakage to softer metrics such as service levels and engagement.

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