It's a hard time to be an SSP.The ad tech ecosystem incentivizes publishers to drive up their bid density by working with many different SSPs, making it harder for SSPs to offer buyers exclusive access to publisher inventory.And, outside of the major sell-side platforms, most SSPs are seen by publishers as interchangeable pipes to the buy-side, with little to distinguish them in terms of offerings or unique demand sources.
#years #competition #specifically #effectively #perspective #introduction #competitors #financially #supply-chain #marketplace
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