"The most interesting shift is where, and how fast, decisions get made. As logic moves to the sell side, crucial work happens in the auction's initial ~10ms window, before bid requests are sent, and close to the impression and its richest signals. That proximity surfaces more context, reduces waste, and rewards publishers who structure their supply. It also enables a more even conversation between demand and supply about which signals matter, and when."
"Every query per second is a real compute decision. When partners send categorisation or evaluation requests, each call incurs a processing cost. In practice, that means most companies cap QPS and filter by format, region, ad type, ID/cookie or DealID to prevent spiralling monthly costs. The unintended consequence is obvious: if you cannot listen to every opportunity, you inevitably make some decisions with partial information."
Sell-side decisioning shifts programmatic decision logic to the sell side, executing crucial work within the auction's initial ~10ms window near the impression and its richest signals. That proximity provides more context, reduces waste, and rewards publishers who structure supply, while enabling a more even signal-priority conversation between demand and supply. DSPs remain necessary for breadth, workflow, governance, and measurement, with a shifted balance where more intelligence sits at impression origin and DSPs orchestrate across channels and markets. QPS and infrastructure economics constrain per-request compute, causing many partners to cap or filter queries and make decisions from partial information. Containerised model execution inside SSPs reduces QPS limits and uncovers quality opportunities otherwise missed.
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