Alan Ositek

Yeah, it's interesting.

So a lot of studies, at least in the U.S., have shown that something like 90% of the new digital dollars going into digital have been going to Facebook and Google.

Hence, Facebook and Google's stock price keeps going up.

But in the programmatic space, I think programmatic is taking dollars away from other media channels simultaneously.

print TV and radio because it can be very niche focused.

So no different than Google and Facebook.

If you're looking to find, you know, women between the ages of 30 to 45 who love ice hockey and are looking to buy hockey skates,

you can really, using second and third party data, BlueKai data and other data sources, you can find these really niche audiences in programmatic, especially people who are in market.

So I think programmatic is still seeing dollars flow into the channel.

Yeah, so the DSPs...

In many cases, they work through what are called SSPs, which are the tech side of the publisher relationship side.

So these things called SSPs are tied into most publishers around the globe.

And publishers nowadays, they're either selling their inventory through a Facebook network or the Google network or more and more even an Amazon network.

And then the rest of their inventory is being sold either through their subsidiaries.

sales forces or through these SSPs.

So as a publisher, you have these four or five options where, uh, the inventory is being sold.

And then what we're doing on the DSP side on the buy side is accessing all these different platforms to, um, to find the right inventory to, to, to reach the consumer on behalf of the brand.

So it's kind of, I mean, it's,

And unfortunately, and that was about as simple as I can try to make it.

And if you had an expert listening to this podcast, they would certainly disagree with what I just said.