Wayne is joined by Matt Sattel, SVP of Global Buyer Development at OpenX, as they discuss the evolving role of SSPs in the advertising industry, the impact of MFA and the importance of SPO and clean supply for buyers, the evolution and future of the OpenX Change model, and the importance of informed decisions and collaborative relationships in programmatic advertising.
SSPs play a crucial role in connecting supply directly to demand in the programmatic advertising ecosystem.
Education and transparency are essential for effective campaign management and maximizing the value of SSP partnerships.
Deep dives
The Evolving Role of SSPs
The podcast episode explores the changing role of supply side platforms (SSPs) in programmatic advertising. The speaker emphasizes that SSPs connect supply from publishers directly to demand side platforms (DSPs) and curate high-value inventory to meet buyers' objectives. The blurred line between SSPs and DSPs is discussed, and the importance of education and transparency in the industry is highlighted. The podcast also covers the primary customers of SSPs: buyers, DSP partners, and publishers. The challenges of balancing incentives, maximizing returns for publishers while delivering campaign goals for buyers, are mentioned. The episode emphasizes the need for savvy and flexible buyers to work closely with SSP partners for effective campaign management.
The Definition and Value of SSPs
The podcast explores the true value of SSPs in connecting supply and demand and their evolving role in the industry. The speaker defines SSPs as platforms that connect supply directly to DSPs, curate high-value inventory, and drive results for buyers. SSPs are highlighted as a necessary part of the programmatic ecosystem, despite some criticisms about their value. The discussion focuses on the importance of understanding the capabilities and offerings of SSPs for buyers, DSPs, and publishers, and the need for strong direct relationships between SSPs and buyers to drive value.
The Importance of SPO and Transparency
The episode delves into the significance of supply path optimization (SPO) and transparency in the programmatic ecosystem. The speaker discusses how SPO can lead to improved campaign performance and reduced waste by consolidating SSPs and focusing on the most direct supply paths. The challenges of commercial terms, fee transparency, and balancing the needs of buyers and publishers are highlighted. The importance of conducting thorough RFIs and asking the right questions to SSPs to ensure transparency and align with specific campaign goals is emphasized.
The Future of SSPs and Their Role in Campaign Buying
The podcast explores the future of SSPs in relation to the evolving needs of buyers and publishers. The discussion focuses on the importance of dynamic and flexible buying strategies, leveraging SSPs' supply knowledge and tools for effective campaign planning. The speaker encourages buyers to consider auction packages, direct relationships with publishers, and leveraging SSP capabilities such as audience targeting and transparency reporting. The episode emphasizes the need for buyers to evaluate SSPs based on their specific campaign needs and to collaborate closely with SSP partners to maximize value and achieve campaign goals.
In this episode Wayne is joined by Matt Sattel, SVP of Global Buyer Development at OpenX, a leading global supply side platform.
SSPs are one of the earliest adtech categories and over the years their role in enabling supply to connect with demand has evolved. In some cases, many call into question if they are even necessary in the current programmatic market.
Wayne & Matt cover their evolution, their purpose, and what the future of them is.
