Magnite Uses CTV To Establish Its Place In The SSP Sweep
Supply-side platforms are under intense pressure to prove unique value or hit the chopping block. And Magnite is using connected TV as its competitive edge.
Supply-side platforms are under intense pressure to prove unique value or hit the chopping block. And Magnite is using connected TV as its competitive edge.
TV fragmentation is only getting worse. And, according to FreeWheel’s newly promoted chief product officer, troubleshooting means simplification.
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Havas Media named FreeWheel a preferred SSP partner for premium video for two reasons: transparency and supply path optimization.
The integration is the latest sign that agencies are getting serious about supply-path optimization (SPO) by forging direct relationships with SSPs. It also illustrates the need for SSPs to differentiate themselves from their peers by providing publishers and broadcasters with unique connections to demand sources.
Whereas brands and DSPs are whittling down the number of supply paths they use to purchase ad inventory, publishers are financially incentivized to work with as many partners as possible. But there are changes afoot that could alter the economics for publishers.
In 2022, SPO solutions largely revolved around creating direct connections to so-called premium publishers. But machine learning (ML) and artificial intelligence (AI) also took on a bigger role in SPO this year. And 2022 was the year the ad industry began touting SPO as the solution of choice for sustainability-focused marketers.
Dramatic shifts in consumer viewing habits during the pandemic have led, predictably, to an intense focus on the corresponding connected TV (CTV) advertising opportunity. CTV ad spend is growing leaps and bounds – and for good reason. But for continuation of that growth to be warranted, there are a number of enhancements that must be brought to bear.
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.