The Role Of SSPs Is Changing. Here’s How They Can Adapt 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. The post The Role Of SSPs Is Changing. Here’s How They Can Adapt appeared first on AdExchanger.
Author: AdExchanger Guest Columnist
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