Keep it simple
We notice there are often too many parties involved between the advertiser and the publisher. Due to this inefficient process a large part of the margins disappear.
Meanwhile in the Netherlands both the buying and selling sides of the market are almost completely dominated by Google-platforms.
Although Google takes a share for their services as well, the payments and results are more transparent, as well as lower in costs.
With the arrival of GDPR this has become even more noticeable, and we see at various publishing agencies that the simplest platform leads to the fundamentally highest revenue.
For publishers it is important to consider the relationship to their own clients. Most client conversation starts online nowadays. If you miss a direct contact and online relationship here, you risk losing other opportunities to sell.