MM owes AdX that number because when they switched to SOURCE (supply transparency) in 2019 they began weighting the supply flow to SOURCE partners (Magnite/Pubmatic) intentionally. However, that's also the exact moment campaigns started performing notably worse in the platform and in head-to-head's
Interesting point. Thanks. I’ll adjust the model. Just because they implemented Source I still think spend on Google was meaningful. That’s in the hands of buyers when they set up campaigns.
Ideally it should be but the product would algorithmically put it's thumb on the scale to weight supply towards preferred partners. Another example of noble idea (supply transparency) driving poorer outcomes (de-empowering the buyer's choices)
MM owes AdX that number because when they switched to SOURCE (supply transparency) in 2019 they began weighting the supply flow to SOURCE partners (Magnite/Pubmatic) intentionally. However, that's also the exact moment campaigns started performing notably worse in the platform and in head-to-head's
Interesting point. Thanks. I’ll adjust the model. Just because they implemented Source I still think spend on Google was meaningful. That’s in the hands of buyers when they set up campaigns.
Ideally it should be but the product would algorithmically put it's thumb on the scale to weight supply towards preferred partners. Another example of noble idea (supply transparency) driving poorer outcomes (de-empowering the buyer's choices)