Navigating the Equilibrium of SSPs and DSPs in Ad Tech Industry

This chapter explores the delicate balance between Supply-Side Platforms (SSPs) and Demand-Side Platforms (DSPs) in the advertising technology sector, stressing the importance of leveraging multiple SSPs for revenue optimization while facing data fragmentation challenges with DSP campaigns. It also examines the market dynamics between smaller SSPs and key players and the zero-sum game nature of the industry.