The short version

Ari Paparo predicted on April 12, 2024: “The Trade Desk’s OpenPath and Magnite’s ClearLine anticipate the convergence of the demand and supply sides. Efficiency gains will be necessary, and pricing pressures might arise as DSPs and SSPs merge. Larger publishers may develop their own yield management systems, leading to supply-side consolidation. The demand side might gain an upper hand due…

Prediction by

Ari Paparo

On April 12, 2024

“The Trade Desk’s OpenPath and Magnite’s ClearLine anticipate the convergence of the demand and supply sides. Efficiency gains will be necessary, and pricing pressures might arise as DSPs and SSPs merge. Larger publishers may develop their own yield management systems, leading to supply-side consolidation. The demand side might gain an upper hand due to its proximity to ad budgets.”

Follow-up

Since 2024, there has been continued DSP/SSP convergence, pressure on take rates, large publishers expanding in-house yield management, and strengthened demand-side power, consistent with Paparo's structural predictions for programmatic advertising.

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