Add / Optimize Core Display SSP Stack
Optimizing or rationalizing the core display SSP stack to improve net revenue without adding new inventory. Note: wrappers and header bidding technology are a separate move (see RM-023).
At a glance
| Move type | Optimize |
| Primary category | Programmatic Supply (SSPs) |
| Secondary categories | Yield Optimization |
| Channel | Programmatic |
| Inventory type | Display |
| Region availability | Global |
| Time to revenue | Short (2–6w) |
| Revenue potential | Medium |
| Requires dev work | Low |
| Requires ad ops ongoing | High |
| Requires sales support | No |
| Requires legal complexity | Medium |
| UX risk | Low |
| Editorial / brand risk | Low |
| Ops risk | Medium |
What to measure
- Primary KPI: Net RPM
- Secondary KPIs: Fill rate, bid density
- What to measure: Incremental lift vs baseline SSP mix
Common gotchas
Too many SSPs, no clear floor strategy
Companies operating in this move
- 33Across
- AAX
- Adform
- Aditude
- Amazon Advertising
- AppLovin
- Criteo
- Equativ
- Freestar
- Index Exchange
- InMobi
- LoopMe
- Magnite
- Mediavine
- MobileFuse
- Moloco
- Nimbus
- Ogury
- Onetag
- OpenX
- Opti Digital
- PubMatic
- PulsePoint
- Raptive
- RTB House
- Seedtag
- Smaato
- The Media Grid
- TripleLift
- VRTCAL
- Xandr