Publishers have long used multiple supply-side platforms (SSPs) as a way to maximize their ad revenues. In recent years, header bidding became a popular approach, allowing numerous SSPs to compete for each impression simultaneously. However, as we head into 2025, it's worth reassessing whether the benefits of using multiple SSPs still outweigh the costs, given the changes occurring across the programmatic advertising landscape such as supply-path optimization (SPO), unified auction methods, and tighter margin pressures.
Reevaluating Demand Coverage and Competition
Initially, using many SSPs made sense because each brought unique advertiser demand, helping to drive up CPMs. Today, the value is less clear. Many SSPs tap into the same pool of advertisers through common demand-side platforms (DSPs), leading to multiple bids for the same impression. Major DSPs, such as Google’s DV360, now actively reduce this redundancy by discarding approximately 90% of duplicate bids (Jounce Media, March 2024). To remain efficient, publishers should carefully assess their SSP partnerships, focusing on platforms that truly offer unique demand or valuable niche segments (Digiday, March 2025).
Adapting to Supply Path Optimization (SPO)
Advertisers and agencies are increasingly narrowing their SSP relationships to fewer, trusted partners. Agencies like Stagwell’s Assembly significantly cut down their SSP lists, concentrating budgets through select, transparent exchanges (Digiday, June 2025). Platforms such as PubMatic noted that about half of their recent revenue stems from these streamlined SPO deals (PubMatic, November 2024). Publishers need to align their SSP choices with the preferences of these major buyers to maintain healthy revenue streams.
Addressing Latency and Operational Issues
Each additional SSP introduces complexity, potentially slowing down page loading times and negatively impacting user experience. Research shows that optimal header bidding performance generally comes from having around five to six SSP partners (Adomik, April 2019). By keeping SSP integrations lean, publishers can improve both operational efficiency and site performance, which directly benefits user engagement and revenue.
Navigating Fees and Economics
The push for greater transparency has made publishers aware of the hidden costs involved in programmatic advertising. By consolidating spend with fewer SSPs, agencies are better positioned to negotiate reduced fees and even performance-based rebates (Digiday, June 2025). Recognizing this trend, SSPs have begun introducing competitive pricing structures, including subscription-based models (Adweek, May 2025). Publishers who strategically consolidate SSP partnerships can reduce costs and significantly increase net revenue.
Enhancing Transparency, Data Management, and Risk Control
Limiting the number of SSP partners also allows publishers to have greater oversight over their ad inventory, ensuring better control over quality, compliance, and fraud prevention. Building deeper, more strategic relationships with fewer SSPs enables publishers to leverage advanced data strategies, including first-party data solutions and precise audience targeting (Digiday, June 2025). A carefully selected set of SSP partners can strike the right balance between efficiency, transparency, and risk management.
Key Takeaways
- Regularly evaluate SSP partnerships, removing redundant or ineffective platforms.
- Focus on SSPs that offer unique demand, transparency, and strong technological capabilities.
- Cultivate deeper relationships with fewer SSPs for better financial terms and advanced data solutions.
For SSPs, standing out through differentiation, building strong relationships with buyers, and actively supporting publishers' SPO strategies will be crucial. By adopting a targeted and streamlined approach, publishers and SSPs can mutually thrive in the rapidly evolving programmatic advertising landscape.
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