The demise in recent years of legacy DSPs is not a glitch in the matrix; it’s a business model failure, leaving SSPs and publishers to pick up the pieces.
Forrester released its first SSP wave since 2014 last week, and there’s a surprise. The research firm ranked Google – whose sell-side ad tech platform is facing federal antitrust charges – as a mere challenger.
Publishers are adamant that SSPs are solely responsible for vetting demand partners. But not every SSP agrees that it’s their responsibility to assess the risk of doing business with DSPs.
With so much reliance on third parties in all of our businesses, it is important to remain appropriately skeptical and vet each company.
