Rethinking Your SSP Stack: Less Clutter, More Clarity
Remember when adding more SSPs felt like the key to higher revenue? Well, those days are over.
Today, publishers are juggling too many partners and the results aren’t keeping up. More SSPs now often mean more noise, not more value. The programmatic landscape has changed and so should your approach.
The Reality Check
More SSPs don’t always mean better results. Here’s why:
- Auction chaos: Too many SSPs leads to bid conflicts and latency issues.
- Smaller margins: Every SSP takes a cut, reducing your net revenue.
- Scattered data: Insights scattered across platforms make optimization impossible.
- Technical overhead: Each integration requires maintenance, updates and troubleshooting.
The Clarity Advantage
Smart publishers are streamlining their SSP stacks and seeing immediate benefits:
Performance gains: Fewer SSPs mean faster page loads and better user experience. Your audience stays engaged longer, improving overall ad performance.
Stronger relationships: Working closely with 3-5 quality SSPs builds stronger partnerships than managing 15 mediocre ones. Better relationships mean priority support and exclusive opportunities.
Cleaner data: Consolidated reporting makes it easier to spot trends, identify top performers, and make data-driven decisions. You’ll actually understand what’s working.
Making the Cut
Keep partners that:
- Consistently fill your inventory at competitive rates
- Provide transparent reporting and reliable support
- Offer unique demand or geographic coverage
- Integrate seamlessly with your existing tech stack
Cut partners that underperform consistently or require excessive technical maintenance.
The Future is Focused
The most successful publishers in 2025 aren’t those with the most SSPs, they’re the ones with the right SSPs.
A cleaner stack means better results, stronger partnerships, and less stress. Sometimes, less really is more!
Quick Fact
Recent research shows that publishers working with 4-6 focused SSP partners achieve 31% better fill rates from premium advertisers than those managing 15+ different partners.
