AdExchanger Making Sense of DSP-SSP Convergence
Jul 29, 2025
Kara Puccinelli, Chief Customer Officer at Nexxen, dives into the current state of Demand-Side Platforms (DSPs) and Supply-Side Platforms (SSPs). She discusses how DSPs are developing tools to bypass SSPs and the potential for enhanced effectiveness in advertising. The conversation touches on the role of AI in streamlining decisions, improving consumer insights, and addressing the complexities of consumer behavior, particularly in travel. Kara emphasizes the need for collaboration and data transparency to optimize marketing strategies.
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Kara's Adventure Sports Hobby
- Kara Puccinelli enjoys adventure sports such as rock climbing and hiking in Patagonia.
- She is learning winging windsurfing as an adult, finding it humbling to learn through falling.
Nexen’s Unified Platform Power
- Nexen integrated various acquired ad tech components into a unified platform centered on a single data layer.
- This integration boosts effectiveness connecting DSP and SSP to optimize outcomes for advertisers and publishers.
True SPO Needs Tech Cooperation
- DSPs and SSPs are both pushing to bypass the other but the real focus should be on technology improving effectiveness.
- Transparency and cooperation between DSP and SSP technologies unlock optimal supply path optimization without wasted advertiser spend.