SSPs had traditionally been among the first in the ad tech ecosystem to build profitable businesses. But their future in the programmatic tech stack is uncertain because they’ve evolved from publisher-centric technologies to demand aggregation businesses, often competing with their biggest customers: buy-side platforms or DSPs.
The post The Role Of SSPs Is Changing. Here’s How They Can Adapt appeared first on AdExchanger.
More Stories
Together launches Discovery practice
How Halo Collar Uses Data And Incrementality To Raise Both Awareness And Sales
2026 YouTube NZ Marketing Awards celebrate every angle