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Inside the Buy Side

Can We Do Better Than ROAS?

ROAS might be the golden child of ad tech KPIs, but is it really the best measure of success? In this sharp take, Abhijith Jayakumar, Group Director at GroupM and AI storyteller, challenges the industry’s obsession with ROAS and explores better alternatives for measuring true business impact.

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SSP Curation: The Fix That Could Break the System

SSP curation is being touted as the next big solution for publishers and advertisers—but is it just the old ad network model in a shiny new wrapper? As curated deals bundle premium inventory with lower-tier content, publishers risk losing control while advertisers demand more transparency. Here’s what’s at stake.

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AI as a Service: The Future of Digital Advertising

AI is revolutionizing programmatic advertising, and DSPs are evolving from simple media buyers to strategic partners. With ViantAI, marketers gain AI-driven insights, real-time agility, and end-to-end measurement tools, enabling smarter, faster, and more impactful campaigns.

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