The evolving role of the SSP in the new era of digital advertising – Identity 2023

  • Posted by Alex Taylor
  • On Mar 23, 2023

Session six from our flagship event, Identity 2023, was ‘The evolving role of the SSP in the new era of digital advertising’ by PubMatic, featuring a fireside chat between PubMatic’s RVP of Addressability EMEA, Kofi Amoako, and our VP, Global Strategic Partnerships, Morwenna Beales.

Supply-side platforms have been among the first companies to embrace new identity resolutions to support their publishers’ migration to the cookieless world. In this transitional year, where cookie-based and cookieless browsers coexist, SSPs can also play a crucial role in supporting the buy-side. In this fireside chat, we discuss the evolution that PubMatic, one of the leading supply-side platforms, went through to facilitate publishers and buyers experimenting with new identity solutions.

So, if you missed ‘The evolving role of the SSP in the new era of digital advertising’ or want to revisit it, click below to access it on-demand now.

What can you expect from the discussion? Highlights and key themes include:

  • How PubMatic’s role as a supply-side platform has evolved since the announcement on the deprecation of third-party cookies.
  • Taking a look at the current state of the publisher ecosystem – how has ad revenue changed and what impact do IDs have on this.
  • An overview of PubMatic’s ID management tool, Identity Hub, with some key learnings.
  • What strategies publishers are implementing to address the fragmentation of media channels.

And if you’re looking for more from the event, stay tuned for the publication of all eight sessions in the coming weeks. As a recap, this year’s event produced eight thought-provoking sessions brought to you by leaders from across the industry as our event partners, such as Amobee, MediaMath, PubMatic, Sovrn, Unruly and Verve Group. Session topics include balancing data protection and data-driven advertising, the link between addressability and profitability, the importance of interoperability, a changing privacy landscape, the evolving role of the SSP, how publishers can fill the identity gap, the mobile environment and what the future holds for identity.