The SSPs under pressure : towards more Supply Path Optimization (SPO)

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While, for some years, the trend has been to multiply partners to generate more and more revenue (a French publisher working on average with 23.1 SSPs[1]), it would seem that this causal link reaches its limits at some point. Indeed, what is the point of multiplying partners whose income levels have become marginal?

After the democratisation of header bidding, it appears that it is time for a clean-up and rationalisation operation.

The limitations of multiple partners

For publishers, the main concern is to increase the return on each partner’s contribution, i.e. the number of campaigns that are exclusive to them (and that a publisher would lose by cutting them off). Therefore, it seems counterproductive to maintain the partnership with a SSP that provides little return.

Thus, aiming at maximising revenue and minimising inefficient connections, the publisher of brands such as Femme Actuelle, Capital and Geo has defined a threshold of revenue below which an SSP must not fall.

Furthermore, the more partners you have, the more you run the risk of working with someone who is less vigilant on the matter of personal data protection. A risk that publishers are no longer willing to take given the intransigence of the CNIL regarding GDPR’s enforcement.

Competition leads to efficiency

“It’s a way of challenging our partners”, explains Maxime Mesmin, revenue programmatic manager at Prisma Media[2]. Indeed, with this change in regulation comes increased pressure on SSPs. For example, a SSP that falls below a given threshold is immediately alerted.

SSPs  feel threatened, but this is a healthy regulation of the market[3] says Julien Gardès, Head of Publishers Development EMEA – TripleLift, as French media are cutting connections with the least efficient SSPs while multiplying those with the most efficient ones.

Now, to whom will this clean up benefit the most ? “To the SSPs that rely on the most direct connections possible with publishers”, explains Sylvain Travers[4], founder and CEO at Hubvisor. Indeed, reducing the number of SSPs with whom one is in contact and favouring direct relationships with them reduces the number of parties involved and therefore collecting a commission

This new regulation is not likely to ease in the future: “Within a year, we will double the value to be reached to remain an integrated client side with us”[5], warns Maxime Mesmin (Revenue Programmatic Manager chez Prisma Media).

 

Note that in the future, competition will be tough for SSPs, however, this does not mean that the doors will be closed to new entrants.

 

[1] Marolleau, Aymeric. “Ads.txt Scan (1/3) : Les Éditeurs Français Ont Encore Augmenté Le Nombre De Leurs Vendeurs Et Revendeurs Programmatiques.” Mind Media, 23 June 2021, https://www.mindmedia.fr/adtechs-martechs/ads-txt-scan-1-3-les-editeurs-francais-ont-encore-augmente-le-nombre-de-leurs-vendeurs-et-revendeurs-programmatiques/.

[2] Jaimes, Nicolas. “SSP, Bientôt Le Grand Ménage Chez Les Éditeurs Français.” Journaldunet.com, JDN, 18 Oct. 2021, https://www.journaldunet.com/ebusiness/publicite/1506059-ssp-bientot-le-grand-menage-chez-les-editeurs-francais/?utm_campaign=Quotidienne_2021-10-19&utm_medium=email&seen=2&utm_source=MagNews&een=e796b37c1e58cc2a9638b3102bfbd7cb.

[3] Voir note 1

[4] Voir note 1

[5] Voir note 1

 

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