"The Trade Desk's aggressive posture against SSPs - which it branded as "resellers" contributing little to the programmatic supply chain - sparked countless hot takes on ad industry social media channels and in AdExchanger columns. Thought leaders also had plenty to say about increased competition among DSPs themselves, as well as SSPs' efforts to beat the perception that they've become commodified and interchangeable."
"While The Trade Desk made news with its tough stance on SSPs, its efforts to remain competitive with its Big Tech rivals Google, Amazon and Meta also attracted a ton of industry attention. Wall Street, in particular, seemed dissatisfied with TTD's lack of urgency in the face of growing competition from Amazon DSP, resulting in TTD's stock price trending downward this year. TTD is missing its true blue ocean opportunity to compete with the walled gardens, Tauro wrote. Instead of chasing CTV inventory or data, which are the specialties of platforms like Google and Amazon, he advised TTD to double down on what Big Tech can't: independence and accountability."
Competition between demand-side platforms (DSPs) and supply-side platforms (SSPs) intensified, led by The Trade Desk calling SSPs 'resellers' that add little to the programmatic supply chain. DSPs faced growing pressure from Big Tech rivals including Amazon, Google and Meta, affecting market strategy and investor sentiment. SSPs pursued bold differentiation to avoid commodification and interchangeability. Supply-path optimization and middle-market competition emerged as central operational concerns. Generative AI prompted advertisers to separate hype from practical applications. Persistent priorities included brand safety, media quality and demonstrating measurable outcomes from ad campaigns.
#dsp-ssp-competition #supply-path-optimization #generative-ai #brand-safety #programmatic-advertising
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