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.