So how do they fit together, and why? That depends on whether you are a buyer or seller.<\/p>\n

“When a big brand puts in $10 million into a large ad campaign, we’re going to give you complete view into where all that money went all the way down to the publishers,” Luttrell adds. “As a DSP and SSP resellers, they’re all taking their cuts that you’ll get to see where every penny that $10 million went and to make sure that it wound up where you thought it was supposed to go. From the sell side, we represent fast reconciliations and fast payments.”<\/p>\n

It would be tempting to consider it too early for concrete deployment of what appears to remain a peripheral technology, still swirling from association with turbulent tokens and crypto coins.<\/p>\n

But Luttrell claims to have made strides.<\/p>\n

“We have six of the top 10 global programmatic spenders either live on the platform or in verbal ‘yeses’ or in legal right now,” he says. “Where the source of the money is, is really what drives a lot of adoption throughout the rest of the ecosystem.<\/p>\n

“Likewise, we have huge publishers that are signed on as well as a pretty significant presence growing in the long tail because they’re running their own tests and seeing dollars being siphoned off to people representing them in the exchange environment when it’s not actually them.”<\/p>\n