# programmatic advertising

Type: Technology

Source: GetYourBrief — https://getyourbrief.com/entity/programmatic-advertising
Canonical HTML page: https://getyourbrief.com/entity/programmatic-advertising

## Timeline

- **2024**: Supply‑Side Focus Initiated — Recognizing diminishing returns from demand‑side changes, Georgia‑Pacific begins consolidating approximately 30 SSPs and exploring pre‑bid scoring solutions.
- **2024**: SWYM Deployment and Maturation — The SWYM tool is integrated upstream of the auction, enabling predictive inventory scoring before bid placement. Results are embedded over two and a half years.
- **2019**: Programmatic Buying In‑Housed — Georgia‑Pacific brings the majority of its programmatic buying in‑house, establishing a foundation for later demand‑side optimizations.
- **2019**: Demand‑Side Optimization — The company refines inventory control, campaign pacing, and targeting on its demand‑side platforms, maximizing value from the buying side.

## Recent coverage (2 stories, network-wide)

### From 30 SSPs to Pre‑Bid Scoring: Georgia‑Pacific’s $0‑Waste Programmatic Pivot
2026-08-10 04:39:40 · Sector: marketing · Sentiment: Neutral · Impact: 6/10 · Sources: 2

Georgia-Pacific overhauled its programmatic stack by slashing SSPs from 30 to a handful and deploying pre‑bid scoring via SWYM. The strategy, led by senior director Paras Shah, refocused value creation on the supply side after exhausting demand‑side optimizations.
Full story: https://getmarketingbrief.com/story/georgia-pacific-supply-side-programmatic-shift-30-ssps

### Stagwell’s Curate launch: 3 reasons agencies are building their own ad marketplaces
2026-08-04 05:16:07 · Sector: marketing · Sentiment: Neutral · Impact: 5/10 · Sources: 2

Stagwell's new Curate marketplace is a curated inventory reservoir designed to purge low-quality programmatic ads, signaling a push by agencies to wrest control of the digital supply chain. With clients demanding transparency and ROI, holdcos are building proprietary infrastructure rather than replacing DSPs. For marketers, this shift promises cleaner, more efficient media spend and a redefined agency role.
Full story: https://getmarketingbrief.com/story/stagwell-curate-agencies-ad-tech-marketing-2026

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