What is likely to happen between supply-side platforms (SSPs) and exchanges in the future?

The prediction that supply-side platforms (SSPs) and exchanges will separate to create an objective and efficient market reflects the ongoing evolution in the programmatic advertising landscape. This trend is driven by a need for transparency and competition within the digital advertising ecosystem.

As the industry matures, the demand for specialized services and unbiased market conditions increases. By separating SSPs from exchanges, each can focus on their core functionalities—SSPs on managing publisher inventory and maximizing ad revenue, and exchanges on facilitating the buying and selling of ad space. This separation supports a more objective marketplace where publishers can have better control over their inventory and buyers can navigate options with less bias introduced by a combined entity.

While there are many possible futures for SSPs and exchanges, the emphasis on creating an efficient market driven by clear, separate roles aligns with industry trends towards increased transparency and optimization. The other options suggest various forms of consolidation or unchanged relationships, which do not reflect the pressing industry-wide pushes towards improved clarity and efficiency that are likely to shape future developments.