{"id":92629,"date":"2025-11-21T15:16:50","date_gmt":"2025-11-21T13:16:50","guid":{"rendered":"https:\/\/www.almamedia.fi\/mainostajat\/?p=92629"},"modified":"2025-11-21T15:16:53","modified_gmt":"2025-11-21T13:16:53","slug":"stockholm-programmatic-summit-highlights-the-path-to-higher-quality-inventory-finnish-publishers-are-driving-the-inventory-quality-through-deal-based-buying","status":"publish","type":"post","link":"https:\/\/www.almamedia.fi\/mainostajat\/en\/stockholm-programmatic-summit-highlights-the-path-to-higher-quality-inventory-finnish-publishers-are-driving-the-inventory-quality-through-deal-based-buying\/","title":{"rendered":"Stockholm Programmatic Summit highlights the path to higher-quality inventory: Finnish publishers are driving the inventory quality through deal-based buying"},"content":{"rendered":"\n

The Stockholm Programmatic Summit<\/strong>, held in September 2025, brought together key players in the programmatic advertising ecosystem, primarily from the Swedish market. Publishers, media agencies, technology partners, and advertisers gathered to discuss industry developments and the future of programmatic.<\/p>\n\n\n\n

One of the main themes was how the ecosystem has evolved over the years from the perspective of buying platforms. This evolution has continuously added new capabilities to DSPs (Demand-Side Platforms), including data integrations, targeting options, brand safety management, inventory selection, performance optimization, creative management, and various verification tools. These advancements have also led to the rise of curated marketplaces, where control increasingly shifts to the buying side. In these marketplaces, media agencies aggregate and manage ad inventory to offer advertisers greater efficiency.<\/p>\n\n\n\n

At the event, it was predicted that one of the next major forces shaping programmatic will still revolve around inventory curation, but the future direction points to SSP-led curation<\/strong>, where supply-side platforms and publishers take a more active role.<\/p>\n\n\n\n

What are the benefits of SSP -led inventory curation?<\/strong><\/h2>\n\n\n\n

Programmatic supply-side platforms typically send a massive amount of inventory as bid requests to DSPs. With SSP-led curation, the supply-side platform can make smarter decisions about which inventory to send before impressions enter the auction. Instead of flooding DSPs with countless bid requests, which most of will never be purchased, SSPs can curate inventory intelligently by leveraging:<\/p>\n\n\n\n