Altitude Digital will pump $20 million into its newly launched Arena platform for publishers, and it's also raised $17.5 million in new funding. Arena, Altitude’s customizable, self-serve
supply-side platform (SSP) is used by publishers to manage their video ads. Altitude CEO Jeremy Ostermiller told TechCrunch Altitude's SSP launch is different because premium publishers are
“commoditizing” inventory sold through big ad tech platforms. He says his SSP enables publishers to take back some control over their ad inventory, including the ability to create direct
relationships with the demand-side platforms that buy advertising, and their own private marketplaces and ad exchanges.
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