The sell side is driving innovation that brings intelligence and decisioning closer to the ad impression, opening up new opportunities in digital advertising. We refer to this evolution as ‘sell-side decisioning’. This approach enables marketers to unlock the full potential of the open web by applying richer data, enhanced transparency, and AI-powered decisioning to prospective consumers much earlier in the digital supply chain. What does this mean for marketers? Greater efficiency, closer collaboration with data and measurement partners, and a more dynamic, collaborative programmatic ecosystem. Join Cadi Jones, SVP, EMEA at Index Exchange, as she delves into how sell-side decisioning is reshaping digital advertising