SSPs

Every week, we publish an original comic inspired by trends in the online advertising industry. These are the stories – and the puns – behind AdExchanger’s top 10 comics of the year.

Publishers are adamant that SSPs are solely responsible for vetting demand partners. But not every SSP agrees that it’s their responsibility to assess the risk of doing business with DSPs.

The demand-side platform Viant announced an expansion of its supply-path optimization solution for connected TV ad buying.

Magnite increased its purchase data reservoir through a partnership with Attain, a purchase data company. But the data upgrade is restricted to ClearLine.

A weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem…  

When MediaMath filed for bankruptcy last week, the company’s co-founder and former CEO, Joe Zawadzki, was on the outside looking in. AdExchanger spoke with Zawadzki just a few hours after the news broke.

Microsoft’s purchase of Xandr from AT&T in late 2021 might have looked like an embrace of third-party ad tech. But while parts of the Xandr tech are considered valuable by Microsoft, the future of Xandr as an SSP integrated with thousands of outside publishers is in doubt.

There’s a prevailing narrative that supply-side platforms are releasing tools to cut out demand-side platforms in a desperate attempt to differentiate. But “it’s much more nuanced than that,” says Magnite CRO Sean Buckley.

A weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem… Nate Neal has been translating the AdExchanger editorial team’s wacky, wonky and in-the-weeds ideas into beautiful comic form for 13 (!!) years. This is his last comic for AdExchanger before striking out for new horizons. He leaves us with an unparalleled archive of illustrated ad […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. SP-Oh, It’s On Call it supply-path optimization, transparency or premium publisher marketplaces. Whichever you choose, Digiday writes, it “amounts to disintermediation.” In recent years, DSPs have leapfrogged SSPs to establish direct connections with media companies. The marketers are interested in media, after all, […]