The SSP is Evolving, Not Going Away

Dan Meier 22 June, 2023 

One of the main ad tech topics at Cannes this year is the role of the sell-side platform, as companies traditionally aligned on the supply side seek to operate on both sides of the transaction. In its 20-year history, Index Exchange has evolved from an ad network to an SSP to a more direct ad exchange – and according to Matt Barash, SVP Americas + Global Publishing: “We’re not going anywhere.”

In this video interview filmed at Cannes, Barash breaks down the reasons behind the shifting SSP model, the explosion of CTV, and the evolution of a market where “video is the champion.”


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