Why DSPs Are Applying AI to Programmatic Bidding

Really just the sheer size of programmatic bidding. We look at 9 million queries per second. If you put that in the context of other mature marketplaces like Nasdaq or the New York Stock Exchange, it’s astronomical.

Supply path optimization is definitely a component. It's really about evaluating as many data points as possible to find the most effective outcome for that particular advertiser at that point in time. But there are more components to [AI bidding], like price and performance.

There has been a move toward first-price auctions. It has become even more important for the buy side to find an effective marketplace. AI can be used to find the market rate for that impression.

The initial effect of first-price auctions over the past six to nine months, as more people look into it, is that you've likely seen an increase in CPMs across the entire ecosystem. What we need to do on the buy side is find the market rate.