SSPs, ad servers will cease to coexist as an industry matures

SSPs, ad servers will cease to coexist as an industry matures

Programmatic was once a space populated by hordes of software providers.

Like the group buying industry, it grew fast, with opportunists cropping up left, right and centre to capitalise on the windfall. Now the market is starting to consolidate. We'll see vendors merge, many die, and within two years, supply side platforms (SSPs) and ad servers will cease to exist as we currently know them.

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