Pixalate has released its Supply Path Optimization (SPO) Score rankings for SSPs for the second half of 2024. Good stuff here.
In the report, Pixalate ranks “the most direct” SSPs by analyzing their publisher relationships based on ads.txt and app-ads.txt files. The study covers 15 countries and spans desktop, mobile web, mobile apps, and CTV.
Key findings from the report include:
- Google leads among web SSPs with a 99 SPO Score
- Magnite tops the list for Roku, Fire TV, and Apple TV SSPs (99 SPO Score)
- Verve ranks highest for mobile apps and Samsung Smart TV SSPs (99 SPO Score)
The latter two CTV rankings feel odd, but given streaming’s fragmentation, Pixalate’s breakout makes some sense.
Anyway, here’s the web SSP top-10. In our view, anyone listed is a winner, from Google on down. Keep in mind, per the ANA, publishers now use about 20 SSPs on average.
We would post the top CTV rankings, but they’re broken out by platform. Download the report and get a closer look yourself. (Magnite and OpenX are very well-positioned.)
Why This Matters:
Pixalate’s SPO Score measures how optimized an SSP’s supply chain is based on direct relationships. Direct relationships with publishers benefit everyone. More direct connections can lower CPMs for buyers, improve efficiency, and reduce reliance on resellers, which often leads to wasted spend (via fraud, in some cases) and measurement issues.
There’s also a sustainability angle here. Fewer “hops” in ad-buying mean lower energy consumption and a reduced carbon footprint. (Yes, this still seems to matter, even with the new administration.)
Experts React:
We asked Perion’s CEO Tal Jacobson for his take on the report. Perion, through Undertone, is ranked in Pixalate’s top-10 SSPs by SPO score. Here’s what he said:
“Buyers increasingly value SPO. We’re proud of our optimization efforts and the recognition of our direct seller relationships, which demonstrate the quality and performance of our inventory.”
Our Take:
Kicking off 2025, it feels like SSPs are in a strong position. With curation, SPO, and a growing focus on CTV, SSPs have a lot of opportunities to gain momentum. We’ve really come a long way from early 2023 when we saw bad headline after bad headline about SSPs (EMX, etc.).
