AdExchanger Making Sense of DSP-SSP Convergence
Jul 29, 2025
Kara Puccinelli, Chief Customer Officer at Nexxen, dives into the current state of Demand-Side Platforms (DSPs) and Supply-Side Platforms (SSPs). She discusses how DSPs are developing tools to bypass SSPs and the potential for enhanced effectiveness in advertising. The conversation touches on the role of AI in streamlining decisions, improving consumer insights, and addressing the complexities of consumer behavior, particularly in travel. Kara emphasizes the need for collaboration and data transparency to optimize marketing strategies.
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Ensure Tech Collaboration, Not Cuts
- Avoid cutting out DSP or SSP technology; instead, ensure these technologies work together effectively.
- Ask if the technology provides the right path and price, emphasizing collaboration over adversarial competition.
Integration and AI Drive Winners
- Winners in DSP-SSP convergence are platforms with integrations sharing the same data layer and AI-powered optimization.
- Point solutions attempting standalone workarounds face challenges and must develop partnerships or risk losing scale and results.
AI Integration Powers Smarter Advertising
- Nexen's AI is integrated across data, DSP, and SSP for smarter optimization and audience planning.
- AI helps analyze auction dynamics, pricing, and audience insights to enhance media planning and activation.