"I think that's where the next big focus area is for us," said Paras Shah, senior director of digital media at Georgia-Pacific at the Digiday Programmatic Marketing Summit earlier this month."
"In 2025, we started to realize that a lot of the work that we did this year was focused on putting controls in place on the DSP side," said Shah. "And so then we wanted to start to evaluate the SSP side."
Georgia-Pacific built an in-house programmatic team, lowered ad-tech costs, and concentrated media dollars across fewer buying platforms. The company is targeting supply-side platforms because SSPs are connected directly to the bidstream and influence inventory quality, pricing dynamics, and supply-path efficiency before bids reach DSPs. Evaluation of SSPs uses defined criteria centered on transparency, inventory quality, and innovation. Key assessment areas include fee clarity, direct publisher paths, avoidance of made-for-advertising sites, curation tools, and emerging agentic workflows. The goal is to exert earlier control over inventory and optimize programmatic media outcomes.
Read at Digiday
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