RE: Sounds very similar to the August webinars23 Sep 2023 16:18
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9 March 2023
Magnite, Pubmatic hold the press on SSP obituaries
By Rafi Cohen
Ad tech vendors Magnite and Pubmatic used their Q4 2022 investor calls to reassure markets that supply-side platforms (SSPs) have got some gas left in the tank. This follows rumblings of the death of SSPs, with Yahoo and EMX recently instigating mass lay-offs as they shut down their ad tech businesses.
With many across the media and entertainment industry counting on advertising to reduce churn and generate additional revenue streams, one would have thought that SSPs were in line for an easy ride over the next few years.
However, sell-side platforms have been fighting commoditization of their services in a slowly contracting marketplace, as publishers look to simplify their workflows by reducing the number of players they are working with. Equally, the demand side is using supply path optimization technology (SPO) to a similar effect.
Naturally, the bigger players like Magnite and The Trade Desk come out on top, taking more and more market share as smaller platforms drop out of the race.
“What we’re seeing now isn’t the beginning of the end of the SSP, but the death of the undifferentiated SSP. For years, the market has borne the weight of a raft of SSPs with little innovative technology and little more to offer than recirculated DSP demand,” Magnite CEO, Michael Barret, told investors.
Barret compared the current situation to the consolidation seen on the demand side of the industry. “We are in the late innings of SSP consolidation, and Magnite is poised to be that winner-take-most victor,” he argued.
Magnite was the outcome of the merger of The Rubicon Project and Telaria in 2020. The company’s efficiency and targeting capabilities, as well as holistic frequency and campaign controls, has picked up clients like Disney, Fox, FuboTV, DirecTV Advertising, Plex, Samsung Ads, AMC, Discovery, Molotov and Crackle Plus.
Some of these clients have been picked up via a two-pronged attack with Magnite’s CTV-focused subsidiary SpringServe
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