Join Rebecca Muir, head of research and analysis, ExchangeWire, as she moderates an incendiary panel at ATS London 2016 with panelists Adnan Ebrahim, founder and CEO, Car Throttle; Amir Malik, programmatic director, Trinity Mirror; Andrew Casale, president and CEO, Index Exchange; and Neal Richter, CTO, Rubicon Project. How can ad tech save the publisher?

Key points from the panel discussion include:

– How ad tech is being sold to publishers and how they navigate this

– The publisher opinion on PMPs and the resulting attempt to force the strongest yield possible from the open marketplace

– Why full stacks don’t work for publishers

– Why second-price auction modeling needs to be reviewed

– Opinions on who should be responsible for running the marketplace – the publishers or the exchanges?

– The impact of the absence of critical knowledge in programmatic monetisation among publishers

– How header bidding has impacted publishers and forced the SSPs to adapt

– Why unified data sets can help the publisher, rather than tweaking auction prices

– How ad tech companies that take fair share, and nothing more, will reign supreme

– The positives of ad tech resource moving into publishers

– How forcing competition against Google has made yields healthier

– The publisher view on the DMP

– What a future publisher stack looks like