Addressing concerns about SSPs, emphasizing their value in providing additive value and simplification in the advertising supply chain. Exploring their role in managing supply, addressing fraud, and working towards cleaner, efficient auctions.

Highlighting the role of SSPs in serving publishers, managing a variety of formats, screening fraud, and investing in infrastructure. Discussing their efforts in applying industry protocols and collaborating with DSPs to improve the ecosystem.

Emphasizing the impact of market forces in driving the reduction of partners and creating cleaner auctions. Acknowledging challenges in SSP land, such as mislabeling inventory and the growth of partners in header bidding.

Advocating for a direct relationship between publishers, advertisers, and a curated group of SSPs to create a cleaner supply chain. Emphasizing the critical role of SSPs in future partnerships within the advertising industry.