Yahoo Shuttering Its SSP Is Evidence That Ad Exchanges Are Becoming Interchangeable
Yahoo pulling the plug on its SSP demonstrates how difficult it’s become for supply-side platforms to prove their value in a commoditized marketplace.
Yahoo pulling the plug on its SSP demonstrates how difficult it’s become for supply-side platforms to prove their value in a commoditized marketplace.
SSPs had traditionally been among the first in the ad tech ecosystem to build profitable businesses. But their future in the programmatic tech stack is uncertain because they’ve evolved from publisher-centric technologies to demand aggregation businesses, often competing with their biggest customers: buy-side platforms or DSPs.