Digital and Video Investment buyers need
guaranteed CPMs and delivery — both
groups noted this as their top reason not to
use an SSP, along with needing additional
delivery transparency.
Programmatic and Innovation Buyers marked
SSPs as having too many intermediaries for
their comfort.
Surprisingly, lack of frequency capping was
not a top concern. Typically, this is done at a
DSP level and SSPs aren't meant to limit
campaign - wide frequency.
No Guaranteed CPMs and Delivery
Too Many Intermediaries
Lack of Incremental Reach
Low Quality Inventory
Lack of Delivery Transparency
Reduced Customer Service
Lack of Frequency Capping
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Why I SSPs
