The Shift in DSP-SSP Relationships Is Reshaping Programmatic Advertising

The world of programmatic advertising has always been a balancing act — between reach and control, efficiency and complexity, scale and quality. At the center of this ecosystem are the relationships between DSPs (demand-side platforms) and SSPs (supply-side platforms). And right now, that center is shifting.

Ties between major DSPs like The Trade Desk and media holding companies seem to be loosening. Agencies are no longer content with vague supply chains and limited visibility. They’re rethinking how they access inventory — and who they trust to provide it.

This change doesn’t just signal tension. It signals transformation.

A System That’s Been Ripe for Reinvention

Traditionally, DSPs and SSPs formed the foundation of programmatic by automating ad buying and selling across thousands of websites and apps. But while automation brought scale, it also introduced layers of complexity that advertisers could no longer ignore.

Impressions passed through multiple SSPs before reaching a DSP, often duplicated, marked up, or stripped of useful context. Advertisers paid fees at every step — yet were left with limited insight into where their ads actually ran, and how much value each partner added.

It’s no surprise that agencies are now leaning toward more direct, efficient paths to inventory. The focus is shifting from quantity to quality, and from access to control.

Legacy Programmatic vs. Clean Supply: The Path That Performs

Why Agencies Are Rebuilding Their Supply Chains

This shift is not theoretical — it’s already in motion. Major media agencies are taking active steps to simplify their buying paths. Instead of relying on broad networks of SSPs, they are consolidating relationships, choosing to work with a smaller group of trusted, performance-oriented partners.

Some are even building their own curated marketplaces. Others are conducting deep supply path audits to see where inefficiencies and redundancies lie. What’s clear is that agencies are putting pressure on the programmatic ecosystem to evolve — and they’re backing that up with buying power.

In effect, they’re not just calling for change. They’re funding it.

Where Screencore Fits In

At Screencore, we’re an open, RTB-driven programmatic marketplace that delivers premium visual ad experiences — designed to perform across every screen.

Our infrastructure allows for direct connections between advertisers and publishers using lightweight SDKs, Prebid Server Side, and OpenRTB integrations. This architecture removes unnecessary friction and offers buyers a clearer, faster, more transparent path to inventory.

By design, we reduce hops, cut down on hidden fees, and deliver results that advertisers can see — and measure — in real time.

From Transparency to Performance

One of the biggest drivers behind the current shift is the industry-wide demand for transparency. Advertisers want to know where their money is going, what fees are being charged, and what kind of inventory they’re buying into.

At Screencore, transparency isn’t just a feature. It’s a foundation. We provide full visibility into campaign performance, media sourcing, and cost structure. And because our system is built for high-quality, immersive formats, we’re not just providing reach — we’re delivering attention.

Whether it’s an interactive CTV ad or a native in-feed placement, every creative on Screencore is designed to perform in context — helping brands capture real audience engagement, not just impressions.

From Black Box to Glass Box: What Transparent Media Buying Looks Like

What This Means for Publishers

While much of the focus is on the buying side, this moment also creates new opportunities for publishers.

As advertisers seek more direct paths to inventory, publishers with the right tech and partnerships can capture a greater share of demand. Screencore helps publishers monetize smarter through high-yield, brand-safe placements and flexible integration options.

By offering visually rich formats that align with premium content — and delivering them in ways that preserve user experience — our platform boosts both engagement and revenue.

Screencore supports full omnichannel monetization, including web, in-app, CTV, OTT, and audio, so publishers can optimize every environment without adding complexity.

Supply Path Optimization in Action

Supply Path Optimization (SPO) has become one of the most effective strategies for cutting waste and improving campaign outcomes. But not all platforms support it equally.

SPO only works when supply paths are clean, direct, and measurable. Screencore is purpose-built to enable this. With fewer intermediaries, predictable auction dynamics, and real-time optimization capabilities, our marketplace offers advertisers the kind of control they’ve been asking for — and the performance they need.

SPO isn't just about efficiency. It’s about ensuring that every dollar spent delivers real value — and that brands have the insight they need to fine-tune their approach at every stage.

Rethinking Metrics: From Viewability to Attention

As the ecosystem evolves, so does the way we measure success. Where viewability once dominated, attention is quickly becoming the new currency of performance.

At Screencore, our focus on immersive, creative-led ad formats positions us perfectly for this shift. We go beyond passive placement to deliver moments that capture interest, inspire interaction, and drive action.

That could mean a fullscreen native experience, a dynamic in-stream video, or a branded overlay on connected TV. In each case, the goal is the same: to turn every impression into a meaningful connection.

Where Attention Lives: Visual Ad Experiences That Work

The Cookieless Future Is Already Here

On top of all this change is one more massive industry shift: the decline of third-party cookies.

While this may challenge legacy players, Screencore is already built for what’s next. Our platform supports privacy-first advertising strategies, including contextual targeting, first-party data integrations, and audience modeling — without compromising campaign effectiveness.

We ensure compliance while maintaining performance, creating a more sustainable model for advertisers and publishers alike.

Looking Forward

What we’re witnessing is more than just a reorganization of tech stacks. It’s a fundamental redefinition of how programmatic works — and who it works for.

The weakening ties between DSPs and traditional SSPs reflect a new demand for clarity, control, and creativity. Advertisers are ready to move beyond bloated supply chains and cookie-cutter placements. Publishers are ready to work with platforms that respect their content and enhance their monetization.

And Screencore is ready to lead the way.

We’re building a smarter, cleaner, more visually impactful programmatic future — one connection at a time.

Be the screen.