• ExchangeWire, Tuesday, August 23, 2016 10:32 AM

Scott Braley, general manager of advertising platforms at Ooyala, writes in ExchangeWire that "SSPs are considered a necessary, and even vital, part of the digital ecosystem, providing a valuable link between publisher inventory and the DSPs and exchanges fielding its demand, allowing publishers to achieve maximum yield." However, he argues that there’s no real reason why publishers can’t access that demand directly. Braley believes the stand-alone SSP is dead and writes: "Looking at the ad tech landscape, I cannot help but be struck by the number of dubious companies vying for a cut of the marketing dollars publishers are trying to attract. I’m speaking about technology companies with extensive and slick marketing campaigns, offering generic promises to help publishers ‘monetise’, ‘bring demand’, or ‘leverage data to drive premium value’. And, unfortunately, publishers have taken the bait. The harsh reality is, according to a recent IAB study, only about 45% of working media dollars are finding their way into the pockets of the publisher. The rest is being syphoned by various players for which, frankly, their value to the publisher is suspect."

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