Babar Khan Javed
Aug 2, 2017

Three market gaps SSPs must address to stand out

NEWS ANALYSIS: SSPs are all making pretty much the same claims. Here's what they could do to differentiate themselves.

Three market gaps SSPs must address to stand out

After over a dozen meetings with vendors in the advertising technology ecosystem, it is fairly evident that the services rendered are fairly commoditized. One hears the same promises, more or less, over and over.

Every SSP on the market, even in the APAC region, claims to be the best tool for yield optimization tool in display advertising. Some even have the case studies to prove it. Nearly all throw around fancy words like blockchain, deep learning, and machine learning to insist on a competitive edge against ad fraud and for quality impressions.

What is missing from the claims and conversations is equally important, and reflects the concerns of the CMOs that will ultimately be vouching for their ad dollars being siphoned through an imperfect system. In order to truly stand out, an SSP needs to invest in capabilities in one of the following.


SSPs need to start offering advertisers options across video, native, affiliate, and interactive video platforms. Gone are the days when display advertising was nearly enough. AdColony is an example of a company that is working in this area.


Similar to the affinity play by IPG and Hive, SSPs need to start going for depth-based targeting instead of width-based claims. This means that advertisers are interested in reaching audiences in a targeted matter with psychographic identification, doing away with demographic alienation. Untapped communities with tremendous potential in the APAC region include the online gaming market and the independent web that is outside the influence of the duopoly.


To better serve publishers, SSPs need to police the ads that appear and shut them down if they don't match the publishers' advertising guidelines. After all, user experience and monetization go hand in hand. The SSP that wants to evolve will need to create a multitude of UX optimization tools that predict a malware attack, implement frequency capping and adjust creative to the publishers' parameters. 

SSPs are in a position to implement these fixes and address these market needs in order to stop getting lost in the crowd, from a positioning and a messaging standpoint.

Babar Khan Javed is Campaign's Southeast Asia editor.


Related Articles

Just Published

5 hours ago

Forrester CMO pushes for tighter integration of ...

Marketers need to tighten up oversight over all the touchpoints in the buying journey, which has increased from 17 to 27 on average during the pandemic, according to Shirley Macbeth.

6 hours ago

Baby Shark doo doo doo doo doo. LG Styler doo doo ...

Smooth out doo doo doo doo doo. Bad smell doo doo doo doo doo. Shake it out doo doo doo doo doo. LG Styler! [Something is very wrong with Ad Nut.]

8 hours ago

IAS explains ad verification in manga style

A young automobile-company exec learns how to mitigate brand risk and ad fraud in a free download from the ad-verification company.

8 hours ago

L'Oreal opens omnichannel concept store in Shanghai

Designed with AKQA, the store has a livestreaming set, face-scanning technology and personalised shopping via WeChat integration, as well as a chance to ride a bike through the streets of Paris.