4min chapter

AdExchanger cover image

Why All The Drama About Disintermediation?

AdExchanger

CHAPTER

The Future of the SSP Market

SSP is defined as what you were saying, not just any company that touches the supply side. Buyers really want to understand the flow of dollars in programmatic all the way through to the media owners or publishers. They want partners who can innovate and solve the challenges they are facing. Supply path optimization will continue to be a very critical part of how the supply side evolves.

00:00
Speaker 2
At a family Thanksgiving, do you ever tell a relative you're in the plumbing business? They're just asking you, how can you come by and have a look like my toilet's not working that well? Definitely always comes to mind when using that terminology. What is the future of the SSP market? SSP is defined as what you were saying, not just any company that touches the supply side. There is a lot of fragmentation, maybe not in terms of CTV, but for display for sure. I'm guessing the answer is not that everything should just become
Speaker 1
a DSP. No, I think that probably brings us to the SPO or supply path optimization discussion in terms of what's transpiring and what we see happening as we move forward. I don't think SPO is all about or even centered around this concept of disintermediation between bi-side technology and cell-side technology. I think it's actually been centered around a number of entirely different factors, but factors that are important. Number one, buyers really want to understand the flow of dollars in programmatic all the way through to the media owners or publishers. They of course want to get financial transparency and understand what's coming out in the middle, but they also want to understand more about these technology partners and companies that they're working with, what are their policies, what are their processes. They want to work with partners who are scaled and well-resourced, that have an install base across the vast majority of the publishers that they want to work with and access. They want partners who can innovate, develop the necessary solutions and solve the challenges that we as an industry are facing, of which there are many. I think buyers are starting to get very dialed in around narrowing their partner set to technology companies on the supply side that fit that bill. There's also other factors. Everybody's kind of stressed for resources at this point. And so streamlining workflows for execution, making sure there's a strong process for troubleshooting if and when something goes wrong. In short, they want to go deeper with a much smaller set of strategic partners. And that, all of those things are in my view what's been driving this concept of supply path optimization or consolidation to use a different term. More recently, the discussion around both cost and sustainability have really started to enter the conversation as well. And so we see the buy side, particularly our DSP partners, start to spend a lot of time evaluating supply paths and reducing duplication, which I think is a much needed endeavor. And sort of tied to that, the concept around the carbon footprint of our industry and paying attention to unnecessary duplication, which in some cases has gotten
Speaker 2
relatively large. What's Kuku Bondger, Sean?
Speaker 1
It's gotten out of hand in certain parts of the business. And it's something that certainly needs to be addressed. And I think these two themes are joining the host of other reasons that I touched on. And supply path optimization is going to be a very, is and will continue to be a very critical part of how the supply side in particular evolves. And it will probably play a huge role in how successful companies are based on where they're positioned and how they navigate that process.

Get the Snipd
podcast app

Unlock the knowledge in podcasts with the podcast player of the future.
App store bannerPlay store banner

AI-powered
podcast player

Listen to all your favourite podcasts with AI-powered features

AI-powered
podcast player

Listen to all your favourite podcasts with AI-powered features

Discover
highlights

Listen to the best highlights from the podcasts you love and dive into the full episode

Discover
highlights

Listen to the best highlights from the podcasts you love and dive into the full episode

Save any
moment

Hear something you like? Tap your headphones to save it with AI-generated key takeaways

Save any
moment

Hear something you like? Tap your headphones to save it with AI-generated key takeaways

Share
& Export

Send highlights to Twitter, WhatsApp or export them to Notion, Readwise & more

Share
& Export

Send highlights to Twitter, WhatsApp or export them to Notion, Readwise & more

AI-powered
podcast player

Listen to all your favourite podcasts with AI-powered features

AI-powered
podcast player

Listen to all your favourite podcasts with AI-powered features

Discover
highlights

Listen to the best highlights from the podcasts you love and dive into the full episode

Discover
highlights

Listen to the best highlights from the podcasts you love and dive into the full episode