The Signal Wars: How DSPs and SSPs Are Battling for Data Dominance

The history of the open Internet has always been filled with co-petition (or frenemies, if you’d like) organizations and frameworks that work together in some regard and compete in others. Consider it a digital cold war.
Now, a relatively new (and not so cold) war is breaking out between demand-side platforms (DSPs) and supply-side platforms (SSPs), specifically over one of the industry’s most valuable resources, data signals. Both are vying for the publishers’ attention by claiming they are worthy of their precious data signals that will continue to power the future of advertising.
The catalyst of this cold war: the continuous decline of third-party cookies and fragmented user identity and behavior. Even with Google’s decision to keep third-party cookies without the user opt-out, almost half of US browsers do not rely on third-party cookies. The combination of the industry’s multi-year quest to hedge its reliance on cookies with alternative identity solutions and the more recent advent of AI-based segmentation has created an ultra-competitive market where demand and supply are vying to control and monetize user and publisher data.

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