The Evolving Role of SSPs in the Advertising Industry

This chapter explores the definition and changing role of supply side platforms (SSPs) in the advertising industry. It discusses the challenges faced by SSPs in balancing incentives for publishers and campaign goals for buyers, while also highlighting the increasing demand for premium high-value direct inventory. The chapter concludes by emphasizing the shift from SSPs being seen as intermediaries to taking on more valuable roles in the ad tech ecosystem.