"The Trade Desk recently classified SSPs as resellers and doubled down on a strategy that has been in place for years: establishing direct connections to supply sources. The stated goal is to deduplicate bid requests in pursuit of perfect supply-path optimization, all under TTD's roof. This strategy shines a spotlight on SSPs, which are now staring at their own demise. And the hard truth is that they have nobody to blame but themselves."
"If SSPs want to survive, now is the time to plant a flag. Their only job is to help publishers earn more revenue. That means building, buying or investing in technology that brings new value to the market. That could mean creating a new class of supply that transacts at premium rates, inventory that advertisers demand and publishers cannot live without. It could mean creating proprietary ad formats that actually generate more revenue for publishers and higher performance for advertisers."
Trade Desk is classifying SSPs as resellers and building direct connections to supply to deduplicate bid requests and control supply-path optimization. SSPs spent a decade positioning as agnostic marketplaces, taking fees as the middleman, but became indifferent and undifferentiated by commoditizing services like ad servers. That compatibility left SSPs without a unique value proposition. Survival requires SSPs to focus on helping publishers earn more revenue by building, buying, or investing in technology that creates premium supply, proprietary ad formats, and inventory advertisers demand. SSPs must take differentiated positions, influence new technologies, and reclaim pricing and market dynamics to reassert control.
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