SSP Path Consolidation Will Boost Sustainability: Magnites Evans Beet.TV [Video]

SAN JUAN, PR — In the new discipline of “supply path optimization” (SPO), more ad buyers are looking to consolidate the number of platforms they go through.

That’s an aim Mike Evans can get behind.

In this video interview with Beet.TV, Evans, SVP, Demand Facilitation, Magnite, explains why he thinks consolidation could improve the marketplace.

Evans says demand-side platforms (DSPs) used to be plugged into many more ad exchanges, and had primacy over supply-side platforms (SSPs).

“Those DSPs specifically were the point of contact in order to access supply,” he says.

“Connected TV a few years back really changed that perspective and what it’s led to, ultimately, is a lot more connectivity and collaboration with the agencies around planning. There’s a lot of paths to supply. There’s not a need to work with so many exchanges.

“A lot of agencies, what they’re doing is taking a look at, ‘how do we consolidate this down and how do we …