Three SSPs Now Control Half of Digital Ad Inventory in India
· 28h ago · Originally reported by Agency Reporter
The Indian digital advertising market is seeing significant consolidation, with three supply-side platforms (SSPs) now managing half of the available ad inventory. This shift could impact pricing, competition, and access for both publishers and advertisers.
Why it matters
When a few companies control most of the ad inventory, it can affect how much advertisers pay and how easily publishers can sell their space. This could lead to less competition and potentially higher costs or fewer choices.
Explain it like I’m new here
It's like if only three stores in town sold all the snacks—everyone would have to shop there, and they could set the prices.
Read the original at Agency Reporter
Terms in this story
SSP (supply-side platform)
An SSP (supply-side platform) is software that publishers use to sell their ad inventory automatically to many buyers, running auctions and managing prices, deals and quality controls.
Ad inventory
Ad inventory is the total amount of advertising space a publisher has available to sell, usually counted in impressions across its ad slots, pages, apps or screens.
Publisher
A publisher is any owner of content or a digital property, such as a website, app, streaming service, podcast or screen network, that earns money by selling ad space to advertisers.
Advertiser
An advertiser is the company, organisation or person that pays to place ads in order to sell products, build a brand, recruit, or spread a message.
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