Colossus Media LLC, a subsidiary of Direct Digital Holdings, announced the launch of Colossus Connections on November 12, 2024. This new initiative brings advanced direct integration capabilities to the company's supply-side platform (SSP).
The program is designed to optimize supply path efficiency for advertisers through streamlined, direct connections with top demand-side platforms (DSPs), reducing intermediaries. This aims to provide advertisers with a clearer view of their media supply chain and drive more meaningful engagement.
Colossus SSP has already onboarded two of the top 10 DSP partners, with these direct connections expected to go live in 2025. This strategic initiative is supported by the recent $20 million Equity Reserve Facility, providing flexibility to invest in technology and partnerships for supply path optimization.
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