Confirmed: per-deal CTV floors added $22K/mo
A streaming publisher had every PMP deal on one blanket $18 floor.
— Premium sports deal was clearing at floor when buyers would pay $30+
— They set deal-specific floors: sports $26, news $20, general $16
— Adjusted per buyer historical clearing price
Monthly CTV PMP revenue rose roughly $22K with no measurable drop in deal activation.
Impact: One floor across all deals is a discount you're handing buyers.
Confidence: sourced

Playbook: set an ad refresh policy buyers won't penalize
Watching: aggressive refresh is the fastest way to get flagged as low-quality supply.

— Refresh only on viewable, in-focus slots — never background tabs
— Set a 30-second minimum interval, 60s on video adjacencies
— Cap refreshes per session to avoid impression inflation
— Exclude sticky and anchored units that never leave view
— Pass a refresh signal so buyers can opt out cleanly

Impact: undisclosed rapid refresh tanks your supply quality score with DSPs. sourced

Claude Cowork, Claude Design объединили в один Claude

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Microsoft планирует вставлять рекламу в игры

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Playbook: detect ID bridging in your own supply chain
Heard: an intermediary mislabeling device or user IDs can get your whole domain demoted by buyers.

— Compare the IDs in your outbound request to what SSPs forward downstream
— Flag any partner enriching IDs you didn't pass
— Check IP and device fields aren't being rewritten mid-path
— Audit any reseller that shows suspiciously uniform match rates
— Cut the path the moment IDs don't reconcile end to end

Impact: ID bridging in your chain gets you blocked for someone else's trick. sourced

Confirmed: flipping reseller lines to DIRECT raised CPMs 7%
A publisher had legit owned-and-operated inventory mislabeled as RESELLER in ads.txt.
— Buyers apply lower trust (and lower bids) to RESELLER paths
— They corrected 8 lines to DIRECT for owned SSP seats
— Kept genuine resold paths honestly flagged
DSP path-scoring re-rated the inventory; CPMs on those SSPs rose ~7% within a billing cycle.
Impact: A wrong DIRECT/RESELLER flag is silently discounting you.
Confidence: sourced

GAM as SSP vs running an SSP tag direct: who keeps the margin
Heard: mid-tier pubs default everything through GAM/AdX and never question the rev-share stacking.
— Through GAM: AdX takes its cut, plus any SSP routed via Open Bidding pays Google a fee on top — double dip.
— Direct SSP tag (Prebid): you keep the full SSP rev-share, no Google middle fee, full demand-path control.
— But GAM gives you forecasting, direct-sold trafficking, and AdX's unique demand you can't get elsewhere.
Impact: Route commodity SSPs through Prebid, keep AdX in GAM. Don't pay Google to access demand you could call direct. (sourced)

Myth: a fat sellers.json signals a healthy SSP
Heard for years that more seller entries means more reach. Wrong read.
— DSPs increasingly weight the ratio of CONFIRMED direct sellers to RESELLER hops, not raw count
— A sellers.json stuffed with thousands of intermediary entries is a fragmentation tell, not a reach flex
— Buyers prune long demand paths; bloated reseller chains get bid-throttled, not rewarded
Clean direct lines beat a giant file every time.
Impact: audit your SSP's seller_type mix before judging coverage. (sourced)

Adding SSPs vs deduplicating them: when more demand is negative
Heard: the reflex is 'add another SSP for incremental revenue' — past ~8-10 the curve inverts.
— Each SSP adds a cookie sync, page weight, and timeout risk; the 11th rarely brings unique demand.
— Many SSPs resell the same DSP seats — you're just paying multiple rev-shares for ONE buyer's bid (duplicate demand).
— SPO is the buy-side doing this dedup TO you — beat them to it and consolidate the cleanest paths first.
Impact: Run a demand-overlap analysis; cutting redundant SSPs often raises RPM by trimming auction latency. (sourced)

Myth: first-price auctions killed the need for floors
Common line since the 2019 shift — 'first-price, so floors don't matter.' That advice is leaving money on the table.
— Bid shading lives or dies on floor signals; no floor means the DSP shades you to the basement
— Smart unified floors per audience tier still lift yield 8-15% on premium inventory
— Removing floors doesn't 'free' demand, it just removes the DSP's incentive to bid up
Floors moved from gatekeeping to price-discovery.
Impact: re-introduce per-segment floors before blaming yield on the auction type. (sourced)