As of today, OpenDirect buyers must register with each publisher they want to do business with. This not only complicates things for the buyer, it also impacts the publisher because instead of being discoverable by any buyer, they can only be found by buyers they approve, this will hurt their sales. On the opposite, on current programmatic guaranteed platforms, publishers catalog is directly visible to all buyers.
it would make sense to let the publisher choose between 2 options :
1) Approve buyers one by one (current option) before being discoverable
2) All buyers approved by default (and maybe an additional option to let publishers block some buyers)
The second option would greatly improve the opportunities for buyers and publishers
As of today, OpenDirect buyers must register with each publisher they want to do business with. This not only complicates things for the buyer, it also impacts the publisher because instead of being discoverable by any buyer, they can only be found by buyers they approve, this will hurt their sales. On the opposite, on current programmatic guaranteed platforms, publishers catalog is directly visible to all buyers.
it would make sense to let the publisher choose between 2 options : 1) Approve buyers one by one (current option) before being discoverable 2) All buyers approved by default (and maybe an additional option to let publishers block some buyers)
The second option would greatly improve the opportunities for buyers and publishers