The article discusses the evolving relationship between supply-side platforms (SSPs) and demand-side platforms (DSPs) in the advertising technology sector. It highlights the tension and competitive maneuvering between these platforms, particularly in the context of supply-path optimization (SPO). The author notes that, as the industry progresses towards a possible convergence of services, both DSPs and SSPs are adapting their offerings, making it uncertain how the dominance of either side will emerge in the coming years. Insights from industry experts suggest a growing trend towards a unified advertising ecosystem by 2025.
The advertising ecosystem is moving toward convergence, with DSPs and SSPs increasingly overlapping their services, creating a murky landscape for advertisers.
Will Jennings states that both sides are attempting to circumvent one another to streamline processes and reduce costs in the ad tech industry.
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