Bayer Put Direct Contracts at the Center of Programmatic Control
Bayer showed how direct advertiser contracts with DSPs, SSPs, and verification partners can improve transparency, portability, and media effectiveness while reducing waste across the programmatic supply chain
Bayer is restructuring programmatic advertising around direct contracts with DSPs, SSPs, and verification partners to regain data control and transparency. The approach, discussed with the ANA, could reduce waste, improve portability, and reshape supply-path decisions.
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