Mars Petcare is testing direct SSP buying for CTV ads

For most advertisers, programmatic advertising is a one-stop shop: log into a demand-side platform (DSP), place your bids and call it a day. 

Mars Petcare, however, is doing things differently.

When it comes to CTV, it’s using a supply-side platform — the tool publishers normally use to manage ad sales — to buy ads directly, skipping the usual DSP route altogether. 

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