Publishers and Buyers Want More Premium SSPs, Not More Demand

Amid a raft of closures and layoffs, SSPs need to improve their tech and data signals to survive

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Corners of ad tech are having another rough few weeks.

Supply-side platform EMX filed for bankruptcy. The following day, Yahoo said it was shuttering its SSP and laying off more than 50% of its ad-tech employees. TripleLift, which had been struggling with its branded content division and differentiating its connected TV offering, sources told Adweek, laid off staff last week. Execs are also posting about layoffs at ad-tech firm Criteo, which operates an SSP and demand-side platform, and is in search of a buyer.



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