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In addition to buy-side integrations, content curation, proprietary ad formats and flexible pricing models are also helping set SSPs apart.

CEO Jeff Green pushed back against the idea that DSPs are increasingly competing with SSPs and vice versa, saying it was a fabrication of the trade press.

PubMatic’s end-to-end platform, Activate, lets advertisers buy CTV and online video inventory via direct deals, bypassing DSPs.

It’s chilly out there, but PubMatic had a decent quarter. Organic revenue for Q1 totaled $54.6 million, up 25% year-over-year, representing PubMatic’s seventh consecutive quarter of 20% revenue growth or more. PubMatic’s stock was up a smidge, about .5%, in after-hours trading.

The Trade Desk recently made waves with the rollout of OpenPath, its direct-to-publisher offering, and its plan to turn off Google Open Bidding, a one-two punch in supply path optimization (SPO). Both of these SPO moves could reshuffle the ad buying ecosystem, making publishers less reliant on SSPs and cutting off a revenue source for Google’s Open Bidding.