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User-configurable
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Non-existent
T hhe hW
Non-existent
Audience Collector
User-configurable
TThe s
Non-existent
T hhe hW
Non-existent
No unfilled impression costs
Only sold impressions count
Default
TThe s
Charges by Ad Request
T hhe hW
Usually relies on a 3rd party that charges by ad request
Development and maintenance fees
Non-Required
TThe s
High
T hhe hW
Highest
Custom Ad Formats
UX-focused Sticky formats
Professionally designed
TThe s
Tedious manual setup
T hhe hW
Tedious manual setup
Responsive Ad formats
Automatic and fully responsive
TThe s
Manual and only partially responsive
T hhe hW
Manual and only partially responsive
Interstitial formats
Professionally designed
TThe s
Tedious manual setup
T hhe hW
Tedious manual setup
Custom Video Formats
Automatically supported
TThe s
Sometimes supported
T hhe hW
Manual setup
Combine Demand
Traditionally sold Direct Ads
Simple
TThe s
Complex
T hhe hW
Complex
Hosted Prebid Connectors
Included (no % fee)
TThe s
5-30% and sometimes not Prebid-compatible
T hhe hW
No % fee but both 3rd party ad serving fees and the highest overall maintenance costs apply
Special Connectors for non-prebid programmatic demand
Out of the box
TThe s
Non-existent
T hhe hW
Costly and complex
Advanced Features for Power Users
Advanced Reporting
UTMs, Prebid Analysis
Included
TThe s
Add-on or no custom reporting
T hhe hW
Manual or no custom reporting
Custom Ad controls
Lazy Load, Refresh, etc
User-configurable
TThe s
Tedious manual setup
T hhe hW
Tedious manual setup
Format-based frequency capping
Advanced, format-aware
TThe s
Basic
T hhe hW
Basic
Geo-Blocking
Included
TThe s
Basic
T hhe hW
Manual
Protect Reputation and Revenue
Bot-scoring & Filtering
Included
TThe s
Expensive
T hhe hW
Expensive
Issues Reporting to protect revenue
Policy issues, TCF Errors
24/7 always-on
TThe s
Basic
T hhe hW
Manual
Site Protection against abusive advertisers
Sulvo-published and maintained
TThe s
Non-existent
T hhe hW
Non-existent
Personalized Ads Compliance
GDPR, CCPA, etc
Advanced, country-aware
TThe s
Overly complex
T hhe hW
Difficult to manage
Bid Shading avoidance
Included
TThe s
Non-existent
T hhe hW
Non-existent
SPO avoidance to protect revenue
Supply-path-optimization avoidance
Included
TThe s
Non-existent
T hhe hW
Non-existent
US-based support
US-based and high quality
TThe s
Varied locations and usually slow
T hhe hW
Non-existent
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