Impact on market value and revenue

Understand how dynamic bidding can decrease the gross market value of impressions, ultimately shrinking publisher revenue instead of increasing it

Consequences for publishers

Learn why publishers, who should be the main beneficiaries, end up losing revenue due to the mechanics of dynamic bidding

Effects on brands and advertisers

Discover how dynamic bidding creates unfair advantages, leading high CPM brands to subsidize lower CPM competitors and face unpredictable pricing

Long-term industry implications

Explore why the ad tech industry needs to rethink dynamic bidding to maintain a fair and competitive market, focusing on stable and transparent pricing