#ssp

#ssp

This week, TV advertising company Cadent announced that all of its SSP's CTV supply paths are now direct, surpassing the 75% industry benchmark recommended by Jounce Media. Direct supply has been baked into Cadent's SSP since the product three years ago, according to Brian Weigel, SVP of operations. Still, hitting 100% wasn't easy. Cadent had to onboard a range of publishers and supply-chain partners that first had to be vetted by Jounce.

So much of the recent shift from curating deals via DSP data markets to curating via SSPs instead has hinged on SSPs' proximity to publisher data. SSPs are betting that their close relationships with publishers make them a more appealing place to conduct data sales, rather than upstream marketplace operators like The Trade Desk and LiveRamp. Which is why SSPs are building their own DSP-like data marketplaces with data from third-party brokers.

Addressing the market's growing demand for unified programmatic solutions, Novicue has launched a future-focused supply-side platform (SSP) that combines CTV and audio advertising capabilities with premium inventory access. Novicue's SSP is a one-stop solution for brands, independent agencies, and publishers looking to harness the potential of CTV and audio advertising. Brands and agencies can partner with the SSP to access a wide pool of brand-safe, verified publishers and target their ads to the right audiences at the right time.

The Trade Desk's Data Alliance white labels and sources data without buyers necessarily knowing which vendors were used, raising concerns about transparency.