Scott Young

For years, interactive CTV advertising was the star of industry demos – promising, flashy and mostly theoretical. In 2025, they finally made the leap from proof of concept to practice.

The generative AI trend generated endless hot takes this year, but the ad industry also had plenty to say about growing competition between DSPs and SSPs. Here are AdExchanger’s top 10 most popular guest columns of 2025 and why they resonated.

SSPs are staring at their own demise. And it’s because, for over a decade, SSPs have positioned themselves as agnostic platforms.