Mixing SSP and direct sourced ads in the same advertising pod: another big step forward for programmatic

The integration of the FreeWheel decisioning engine and the StickyADS.tv supply side platform will give broadcasters more confidence to go programmatic. As Thomas Bremond, MD Europe at FreeWheel, explains, they will be able to compare prices between direct and SSP demand sources and compliance will be guaranteed, with no duplicate or competitor ads in the same ad pod. It will no longer be necessary to sell every impression in an ad pod either direct or via the SSP. Broadcasters will be able to mix the two demand sources within an advertising pod.