Programmatic : What is the Real Weight of the "Quality" Open Web?

The other day, I was chatting with a media trader who confided in me: “The Open Web is supposed to be the largest ad inventory out there, and yet, the moment you set even minimal delivery guardrails, it's a real struggle to scale.”

We wanted to investigate this phenomenon 🕵️
We used SSP/DSP planning tools to try and measure the actual weight of the truly qualitative Open Web, and the results left us... scratching our heads 🤔

According to the planner we used, there are roughly 53,000 million display bid requests per week on French IPs (excluding in-app). To keep it simple, let's assume this is our baseline of 100.

🌪️ Applying the filters one by one:

Brand Safety / Ad Fraud ⚠️ → –4% of the volume
MRC Viewability at 75% minimum 👁️ → –88% of the remaining volume
Top 600 sites to control delivery 🛂 → –19% of BR (Bid Requests)
Exclusion of suspicious MFA sites ⚠️ → –40% of BR
SPO (Publisher SSP Seats) 🛣️ → –64%
Screenshare filter (Mobile device + large format) 📏 → –88%

In your opinion, out of our initial 100 BRs, how many are actually left once all these filters have been applied?
...
The answer: Not many.
...
The answer: Really not many.
...
The exact answer: 0.23% 🤯🤯🤯

And at this stage, we haven't even talked about:

🎯 Targeting
🍪 Cookie / ID Syncing
⚙️Optimization

Yet, at GreyFox Ads, we have chosen to champion this "quality Open Web."

Because deep down... What advertiser would want to buy ads that:

• Don't show up on screen
• Or are microscopic
• Or are on "Christmas tree" sites (cluttered with ads)
• Or on long-tail sites
• Or on "unsafe" articles
• ...all while paying a reselling tax? 🤣

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At GreyFox Ads, we believe the quality OpenWeb brings real efficiency to advertisers.

We are a human-sized Adnetwork that helps Media Traders outside of France to address the French market with all our deep market knowledge focused in one "Master Curated Deal".
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Link to original post : https://www.linkedin.com/feed/update/urn:li:activity:7484834511890030592