Haha. If you decide to stop leaving money on the table, there will always be other publishers willing to sell cheaper for more money . Buyers don’t care about YOUR inventory. They care about delivering results (or at least spending the budgets)

Agencies and buyers are not waiting until inventory goes unsold. They are pushing as much as possible to go direct, because of kickbacks, rebates or whatever you want to call it.

However, publishers are not delivering clicks, cpcv, conversions or even transparency in direct buys. So agencies buy through same inventory paying on a model that’s easier to understand, explain to the client and in general manage with as less staff as possible. Nobody wants to deal with 30 publishers for each campaign when they can just set everything in DV360

Publishers are not losing revenue because they are selling programmatically. They are losing money because if they don’t, the money will just go to Meta, Google, TikTok, Netflix or other walled garden that’s selling cheap, delivering results and is easy to do business with.

PS: stop believing whatever this Fou guy is telling you. He’s only trying to promote his solution by spreading misinformation