{"id":33327,"date":"2025-06-29T17:30:57","date_gmt":"2025-06-29T12:00:57","guid":{"rendered":"https:\/\/www.adpushup.com\/blog\/?p=33327"},"modified":"2025-08-26T18:30:55","modified_gmt":"2025-08-26T13:00:55","slug":"dsp-and-ssp-convergence","status":"publish","type":"post","link":"https:\/\/www.adpushup.com\/blog\/dsp-and-ssp-convergence\/","title":{"rendered":"The DSP\u2013SSP Merge: What\u2019s Driving It and Who It Impacts Most?","gt_translate_keys":[{"key":"rendered","format":"text"}]},"content":{"rendered":"\n<p>The AdTech industry, which has been working on the amalgamated ecosystem of small and big AdTech players, is finally moving towards consolidation. The reasons are many, and so are the affected parties. An industry that was once a budding hub for start-ups has now become a battleground for power consolidation in the form of mergers and acquisitions. At times, it can also mean convergence.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>One of the affected parties of this shift is the SSPs, or the supply-side platforms, the supposed programmatic lifeline of publishers.<\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_79_2 counter-flat ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents:<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.adpushup.com\/blog\/dsp-and-ssp-convergence\/#The_AdTech_Convergence\" >The AdTech Convergence<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.adpushup.com\/blog\/dsp-and-ssp-convergence\/#DSP_and_SSP_Convergence_The_Blurred_Lines\" >DSP and SSP Convergence: The Blurred Lines<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.adpushup.com\/blog\/dsp-and-ssp-convergence\/#How_Agencies_are_Driving_the_SSP_Consolidation\" >How Agencies are Driving the SSP Consolidation?<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.adpushup.com\/blog\/dsp-and-ssp-convergence\/#What_is_Driving_the_AdTech_Consolidation\" >What is Driving the AdTech Consolidation?<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.adpushup.com\/blog\/dsp-and-ssp-convergence\/#What_does_the_Future_Hold\" >What does the Future Hold?<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.adpushup.com\/blog\/dsp-and-ssp-convergence\/#Key_Takeways\" >Key Takeways<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.adpushup.com\/blog\/dsp-and-ssp-convergence\/#FAQs\" >FAQs<\/a><\/li><\/ul><\/nav><\/div>\n<h2 id=\"h-the-adtech-convergence\"><span class=\"ez-toc-section\" id=\"The_AdTech_Convergence\"><\/span>The AdTech Convergence<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Since 2020, the <a href=\"https:\/\/www.adpushup.com\/blog\/what-is-ad-tech\/\" target=\"_blank\" rel=\"noreferrer noopener\">AdTech<\/a> convergence has been unfolding with multiple mergers or acquisitions. Between 2020 and 2021, over 3,500 rounds of funding and almost 1,500 M&amp;A (mergers and acquisitions) were completed, worth between $125-$130 billion dollars (<a href=\"https:\/\/www.theviewpoint.com\/insights\/whats-to-come-in-ad-tech-ma-in-2022-and-beyond\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">TheViewPoint<\/a>).<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>One of the noteworthy deals in that duration was Telaria and The Rubicon Project, forming Magnite, reaching a market capitalization of $3.5 billion. Down the line, Magnite went on to acquire the <a href=\"https:\/\/www.adpushup.com\/video-ads\/\" target=\"_blank\" rel=\"noreferrer noopener\">video<\/a> <a href=\"https:\/\/www.adpushup.com\/blog\/what-is-supply-side-platform\/\" target=\"_blank\" rel=\"noreferrer noopener\">SSP<\/a> SpotX, a deal that made it the world\u2019s largest independent source of <a href=\"https:\/\/www.adpushup.com\/blog\/ctv-vs-ott\/\" target=\"_blank\" rel=\"noreferrer noopener\">CTV<\/a> and video inventory.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>Over the years, many M&amp;A deals have taken place: ironSource acquiring companies like Tapjoy, only to be acquired by Unity. Or Digital Turbine acquiring Fyber and AdColony, AppLovin taking over Max, or The Trade Desk\u2019s acquisition of Sincera.<\/p>\n\n\n\n<h2 id=\"h-dsp-and-ssp-convergence-the-blurred-lines\"><span class=\"ez-toc-section\" id=\"DSP_and_SSP_Convergence_The_Blurred_Lines\"><\/span>DSP and SSP Convergence: The Blurred Lines<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>In this consolidation drive, <a href=\"https:\/\/www.adpushup.com\/blog\/top-dsps\/\" target=\"_blank\" rel=\"noreferrer noopener\">DSP<\/a> and <a href=\"https:\/\/www.adpushup.com\/blog\/dsp-vs-ssp-vs-ad-exchange\/\" target=\"_blank\" rel=\"noreferrer noopener\">SSP<\/a> are increasingly expanding their functionalities to incorporate each other\u2019s roles. The two platforms that were once on the opposite ends of the <a href=\"https:\/\/www.adpushup.com\/blog\/the-display-lumascape-overview-components-adpushups-role\/\" target=\"_blank\" rel=\"noreferrer noopener\">Lumascape<\/a> are now defining this <a href=\"https:\/\/www.adpushup.com\/blog\/top-programmatic-advertising-platforms\/\" target=\"_blank\" rel=\"noreferrer noopener\">programmatic<\/a> trend.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>But what is driving this trend, you may ask? <a href=\"https:\/\/www.adpushup.com\/blog\/explainer-what-is-supply-path-optimization\/\" target=\"_blank\" rel=\"noreferrer noopener\">Supply Chain Optimization<\/a>. This stems from the buyers\u2019 need for more streamlined access to publishers\u2019 <a href=\"https:\/\/www.adpushup.com\/blog\/ad-inventory-management-tips\/\" target=\"_blank\" rel=\"noreferrer noopener\">inventory<\/a>. Buyers don\u2019t want middlemen dictating the terms anymore; what they seek now is direct, unified access.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>Many big <a href=\"https:\/\/www.adpushup.com\/blog\/green-adtech-practices-and-initiatives\/\" target=\"_blank\" rel=\"noreferrer noopener\">AdTech<\/a> players have started tapping into this sentiment. The Trade Desk (TTD), a DSP, introduced its <a href=\"https:\/\/www.adexchanger.com\/ad-exchange-news\/wednesday-16022022\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">OpenPath<\/a> tool in February 2022 &#8211; a product to create a more direct link between sellers and buyers. TTD states that the tool is not meant to cut the SSPs out of the picture, but OpenPath does eliminate the use of SSPs &#8211; especially for CTV and <a href=\"https:\/\/www.adpushup.com\/blog\/audio-ad-networks\/\" target=\"_blank\" rel=\"noreferrer noopener\">audio<\/a>.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>\u201cOpenPath levels the playing field for advertisers, ensuring they get transparent and objective access to the very best digital advertising inventory,\u201d comments Jeff Green, The Trade Desk\u2019s CEO.&nbsp;<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>The advent of OpenPath has altogether eliminated the bidding process by directly connecting buyers to enterprise publishers. While the idea reads well in the books, it is indeed tricky to execute: lack of scalability, managing a long tail of publishers, troubleshooting ad quality issues, and billing with publishers, among other things.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>However, if you think it\u2019s a one-way change, you should continue reading. Supply Path Optimization (SPO) involves cutting out the intermediaries to create a direct connection between the publishers and the advertisers. However, it mainly involves cutting out the SSPs.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>While this sounds like a worrisome trend, we are seeing a few SSPs flipping the script.<\/p>\n\n\n\n<h3 id=\"h-magnite-and-pubmatic-becoming-of-a-direct-buy-platform\">Magnite and PubMatic: Becoming of a Direct-buy Platform<\/h3>\n\n\n\n<p>In 2023, SSPs like Magnite and PubMatic came up with direct inventory buys for advertisers. Starting with Magnite, it has introduced <a href=\"https:\/\/www.adexchanger.com\/digital-tv\/pubmatic-cuts-dsps-out-of-direct-ctv-and-online-video-ad-buys\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">ClearLine<\/a> for advertisers with GroupM, Camelot, and MiQ as the launch partners.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>The platform repurposed its Spring Serve video <a href=\"https:\/\/www.adpushup.com\/blog\/the-ultimate-guide-to-ad-servers\/\" target=\"_blank\" rel=\"noreferrer noopener\">ad server<\/a> for buyers, requiring only minimal changes to the existing technology. These solutions can allow buyers to manage direct purchases, activate <a href=\"https:\/\/www.adpushup.com\/blog\/activate-first-party-data\/\" target=\"_blank\" rel=\"noreferrer noopener\">first-party data<\/a> from publishers, and create inventory-sharing agreements with media owners. Moreover, buyers who use only an SSP to purchase video inventory may additionally decrease their tech tax.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>The direct connection to publishers gives numerous advantages, including more transparency, reduced risk of ad fraud, priority access to publishers&#8217; inventory, and lower technical expenses. ClearLine allows GroupM to pay a single negotiated fee rather than multiple fees from a DSP and an SSP.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>Following the footsteps of its competitor, PubMatic launched <a href=\"https:\/\/www.adexchanger.com\/digital-tv\/pubmatic-cuts-dsps-out-of-direct-ctv-and-online-video-ad-buys\/\" target=\"_blank\" rel=\"noreferrer noopener\">Activate<\/a> just a month after Magnite\u2019s ClearLine. It lets brands buy CTV and video inventory through PubMatic via direct deals, which includes private marketplaces and <a href=\"https:\/\/www.adpushup.com\/blog\/programmatic-guaranteed\/\" target=\"_blank\" rel=\"noreferrer noopener\">programmatic guaranteed<\/a>. However, it\u2019s yet to support <a href=\"https:\/\/www.adpushup.com\/blog\/the-ultimate-guide-to-real-time-bidding\/\" target=\"_blank\" rel=\"noreferrer noopener\">real-time bidding<\/a>.&nbsp;<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>Buyers can use Activate to evaluate available inventory, apply first-party data to those audiences, activate campaigns, and get analytics and reporting for optimization. The program allows customers to utilize whichever <a href=\"https:\/\/www.adpushup.com\/blog\/the-ultimate-guide-to-ad-servers\/\" target=\"_blank\" rel=\"noreferrer noopener\">ad server<\/a> they desire. In exchange, PubMatic receives a share of the advertiser&#8217;s expenditure.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>Activate debuted with launch partners, including ad agencies like Havas, OMG Germany, and Dentsu, as well as brands like LG, Fubo, and Mars.<\/p>\n\n\n\n<h2><span class=\"ez-toc-section\" id=\"How_Agencies_are_Driving_the_SSP_Consolidation\"><\/span>How Agencies are Driving the SSP Consolidation?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>More than brands, agencies are driving the SSP consolidation, and the larger players are reaping the benefits. Let\u2019s understand how.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>Agencies and brands are no longer juggling with dozens of SSPs. Instead, they have started looking for more strategic and consolidated partnerships with a few sell-side platforms that offer transparency and efficient operations.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>For this, agencies ask for reduced fees, auction transparency, and enhanced control over <a href=\"https:\/\/www.adpushup.com\/blog\/ad-impressions\" target=\"_blank\" rel=\"noreferrer noopener\">impression<\/a> curation. This is what we used to call a \u201cpreferred partnership\u201d a few years ago, but it has become a mandate amidst the survival race.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>Naturally, the biggest SSPs are fitting perfectly into the puzzle. With their broad publisher base, sophisticated tools, and flexible pricing, the big sharks are giving what the brands\/agencies need. However, smaller or mid-sized SSPs are struggling to survive. <\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>Many are being cut out of agencies\/ brands\u2019 campaigns due to lack of scalable resources.<\/p>\n\n\n\n<p>Here, the agencies\/brands are coming out of their middlemen cocoon and trimming the supply chain. Through it, they are accelerating the consolidation wave that favors the SSPs delivering both value and volume, at their behest.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>In the end, deals like this are becoming more critical to sustain the SSPs\u2019 bread and butter. Without it, they may meet the same fate as Yahoo and EMX\u2019s SSPs.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>But what\u2019s driving the overall AdTech consolidation? Is it just SPO, or is something else is cooking here?<\/p>\n\n\n\n<h2 id=\"h-what-is-driving-the-adtech-consolidation\"><span class=\"ez-toc-section\" id=\"What_is_Driving_the_AdTech_Consolidation\"><\/span>What is Driving the AdTech Consolidation?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>An amalgamation of factors is driving AdTech M&amp;A deals. While the foremost is Supply Path Optimization, it isn\u2019t the only one.<\/p>\n\n\n\n<h3 id=\"h-increased-access-to-data\"><strong>Increased Access to Data<\/strong><\/h3>\n\n\n\n<p>I don\u2019t need to remind you how important data is, with many equating it to AdTech\u2019s digital gold. Since privacy regulations like <a href=\"https:\/\/www.adpushup.com\/blog\/a-ccpa-compliance-checklist-for-publishers\/\" target=\"_blank\" rel=\"noreferrer noopener\">CCPA<\/a>, <a href=\"https:\/\/www.adpushup.com\/blog\/gdpr-explainer-an-essential-guide-to-the-new-european-data-protection-laws\/\" target=\"_blank\" rel=\"noreferrer noopener\">GDPR<\/a>, and Apple\u2019s ATT (App Tracking Transparency) came into effect, it has become a Herculean task to collect and access user data.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>It\u2019s no coincidence that platforms like The Trade Desk, GroupM, and Yahoo\u2019s Backstage DSP started offering direct publisher inventory access post-2021. With the privacy regulations hovering over them, ad tech vendors sought access to as much data as possible. And you guessed it right! It\u2019s through M&amp;A deals.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>DSPs working directly with publishers will provide them with granular data like first-party <a href=\"https:\/\/www.adpushup.com\/blog\/contextual-ad-networks\/\" target=\"_blank\" rel=\"noreferrer noopener\">contextual<\/a> data, user-level insights (consent-based), real-time data like <a href=\"https:\/\/www.adpushup.com\/blog\/adsense-ctr-everything-you-need-to-know\/\" target=\"_blank\" rel=\"noreferrer noopener\">CTR<\/a>, and conversion funnel data, among others.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>For SSPs working directly with advertisers, they gain post-bid <a href=\"https:\/\/www.adpushup.com\/blog\/5-ad-engagement-strategies\/\" target=\"_blank\" rel=\"noreferrer noopener\">engagement<\/a> data, audience targeting criteria, deal preferences, or buying patterns, as well as advertiser KPIs.<\/p>\n\n\n\n<h3 id=\"h-disintermediation\"><strong>Disintermediation<\/strong><\/h3>\n\n\n\n<p>For the AdTech players, this is the time to implement Supply Path Optimization, and there are reasons. VCs are no longer interested in funding AdTech endeavors. Combining this with 15-year high interest rates, cash flow couldn\u2019t be more vulnerable than ever. If an ad tech platform comes up, they will have to show their worth in the supply chain or be taken over.<\/p>\n\n\n\n<h3 id=\"h-the-fallout-of-google\"><strong>The Fallout of Google<\/strong><\/h3>\n\n\n\n<p>With lawsuits piling up, the all-reigning Google may be forced to undergo unprecedented changes. Alleging Google of monopolizing digital advertising, the DOJ is asking Google to sell off its <a href=\"https:\/\/www.adpushup.com\/google-ad-manager\/\" target=\"_blank\" rel=\"noreferrer noopener\">GAM<\/a> Suite. Although these cases may take time to unravel, Google may strategically divest its AdTech arm to steer clear of future lawsuits.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>The other AdTech players are playing their cards here. If Google were to sell off the GAM suite, other players like The Trade Desk would have to be prepared to tend to publishers seeking an alternative. Moreover, a platform with more transparency and an optimized path would certainly warrant the publisher\u2019s attention.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>However, unless YouTube advertising is a part of the divestiture, SSPs have little to gain here.<\/p>\n\n\n\n<h2 id=\"h-what-does-the-future-hold\"><span class=\"ez-toc-section\" id=\"What_does_the_Future_Hold\"><\/span>What does the Future Hold?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>There is no winner in this race. The market is condensing into something far more nuanced: a hybrid ecosystem defined by consonance, vertical integration, and reduced gap between buyers and sellers. The industry is seeing a gradual collapse of the traditional buyer\/seller divide. It\u2019s moving towards partial convergence: a pragmatic blend where the SSPs and DSPs borrow each other\u2019s functionalities but retain their core essence.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>M&amp;A deals will continue. Larger entities like Magnite had the resources and brought innovation to their technology, but the mid-sized companies may falter behind, only to be taken over. The environment will now be surrounded by niche innovators and legacy players, which will reduce fragmentation and bring operational efficiency.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>Connected TV (CTV) is proving to be the litmus test in this shift. If you would have noticed, the majority of the players are partnering for CTV. ClearLine and Activate are built for this space, enabling direct, curated deals with premium inventory. If their models take off, it can become the new normal for other media types.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>So, what <em>does<\/em> the future hold? Single-function tools may become extinct in the future. Walls are crumbling, and bridges are being built. In this new AdTech era, success will be measured by the number of bridges and not the height of the walls.<\/p>\n\n\n\n<h2 id=\"h-key-takeways\"><span class=\"ez-toc-section\" id=\"Key_Takeways\"><\/span>Key Takeways<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<ul><li>AdTech is shifting from a start-up-dotted landscape to a big bull-driven arena with aggressive mergers and acquisitions. It\u2019s the AdTech version of Survival of the Fittest. Over 1,500 M&amp;A deals worth up to $130 billion occurred between 2020 and 2021 alone, signaling a long-term trend toward consolidation and vertical integration.<\/li><li>The boundaries between DSP and SSP within the Display Lumascape are blurring, with the two taking on each other\u2019s roles. DSPs like The Trade Desk are launching tools like OpenPath to connect directly with publishers, while SSPs like Magnite and PubMatic are enabling direct-buy capabilities for advertisers.<\/li><li>Supply Path Optimization is at the heart of this shift. Advertisers now seek a shorter, more transparent, and cost-effective path to publisher inventory. They aim to reduce reliance on intermediaries to reduce ad fraud, access high-quality, premium inventory, and reduce spend on platform fees.<\/li><li>With regulations like GDPR, CCPA, and Apple\u2019s ATT reducing access to third-party data, platforms are racing to establish direct relationships that grant access to first-party user and contextual data. Convergence is no longer about efficiency; it\u2019s about survival in a privacy-first world.<\/li><li>Funding challenges, high interest rates, and looming antitrust lawsuits against Google are catalyzing shifts in market power. Players like The Trade Desk are positioning themselves as transparent alternatives to Big Tech, while SSPs like Magnite are preparing to capture demand if Google divests its YouTube advertising.<\/li><\/ul>\n\n\n\n<h2 id=\"h-faqs\"><span class=\"ez-toc-section\" id=\"FAQs\"><\/span>FAQs<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<div class=\"schema-faq wp-block-yoast-faq-block\"><div class=\"schema-faq-section\" id=\"faq-question-1751197438010\"><strong class=\"schema-faq-question\"> <strong>1. How do DSPs and SSPs work together?<\/strong> <\/strong> <p class=\"schema-faq-answer\"> In programmatic advertising, DSPs (Demand-Side Platforms) and SSPs (Supply-Side Platforms) collaborate to make ad impression buying and selling more efficient. Advertisers use DSPs to purchase ad inventory, and publishers use SSPs to sell it. Ad exchanges serve as intermediates, linking DSPs and SSPs for real-time bidding.\u00a0 <\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1751197452481\"><strong class=\"schema-faq-question\"> <strong>2. What is the difference between SSP and DSP?<\/strong> <\/strong> <p class=\"schema-faq-answer\"> Publishers usually employ SSPs to facilitate the sale of their ad inventory. The platform makes its inventory available to advertisers to run ads on. On the other hand, DSP lets advertisers bid on ad spaces to run their campaigns. <\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1751197461575\"><strong class=\"schema-faq-question\"> <strong>3. Is Google a DSP or SSP?<\/strong> <\/strong> <p class=\"schema-faq-answer\"> Google acts as both SSP and DSP. For advertisers, Google offers Google DV360, which acts as a DSP. However, for publishers, it offers GAM to Google Ads Manager, which acts as an SSP. <\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1751197472802\"><strong class=\"schema-faq-question\"> <strong>4. Is the trade desk a DSP or SSP?<\/strong> <\/strong> <p class=\"schema-faq-answer\"> The Trade Desk is a DSP and mainly works with advertisers. However, it recently launched OpenPath to start working with publishers as well. The main objective of the latest tool is to optimize the supply chain and bring advertisers and publishers closer. <\/p> <\/div> <\/div>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"excerpt":{"rendered":"<p>The AdTech industry, which has been working on the amalgamated ecosystem of small and big AdTech players, is finally moving towards consolidation. The reasons are many, and so are the affected parties. An industry that was once a budding hub for start-ups has now become a battleground for power consolidation in the form of mergers<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"author":84,"featured_media":33328,"comment_status":"open","ping_status":"close","sticky":false,"template":"","format":"standard","meta":{"content-type":"","om_disable_all_campaigns":false,"inline_featured_image":false,"apple_news_api_created_at":"","apple_news_api_id":"","apple_news_api_modified_at":"","apple_news_api_revision":"","apple_news_api_share_url":"","apple_news_coverimage":0,"apple_news_coverimage_caption":"","apple_news_is_hidden":false,"apple_news_is_paid":false,"apple_news_is_preview":false,"apple_news_is_sponsored":false,"apple_news_maturity_rating":"","apple_news_metadata":"\"\"","apple_news_pullquote":"","apple_news_pullquote_position":"","apple_news_slug":"","apple_news_sections":"\"\""},"categories":[11344,6445],"tags":[],"apple_news_notices":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v18.5 (Yoast SEO v18.9) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>DSP-SSP Convergence: Why is the AdTech Industry Consolidating?<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.adpushup.com\/blog\/why-is-the-adtech-industry-consolidating\/\" \/>\n<meta name=\"twitter:card\" content=\"summary\" \/>\n<meta name=\"twitter:title\" content=\"DSP-SSP Convergence: Why is the AdTech Industry Consolidating?\" \/>\n<meta name=\"twitter:description\" content=\"The AdTech industry, which has been working on the amalgamated ecosystem of small and big AdTech players, is finally moving towards consolidation. 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