Programmatic advertising spending in the U.S. is projected to hit $180 billion by 2025, yet efficiency and scale challenges persist in the industry. The number of bidstream requests between demand-side platforms (DSPs) and supply-side platforms (SSPs) has increased significantly without a corresponding rise in actual inventory. This influx of activity has led to inefficiencies, compounded by traditional traffic-shaping tools failing to provide real-time intelligence. Consequently, advertisers are experiencing wasted ad spend and challenges in reaching target audiences effectively, crippling their return on investment in advertising.
The fundamental issue is how the advertising system operates today; suppliers flood the system with every possible ad opportunity, creating processing burdens for DSPs.
DSPs and SSPs face growing processing overhead as they manage a surge in bid requests, many of which never result in delivered impressions.
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