Why Working for an SSP Should Be Your Next Career Move in Ad Tech
When exploring a career in ad tech, you’ve likely come across terms like DSP (Demand-Side Platform) and SSP (Supply-Side Platform). DSPs are often highlighted as the more exciting side of the industry, but it’s important not to overlook the crucial role SSPs play. SSPs are equally essential to the advertising ecosystem, offering immense potential for career growth and innovation, and should be recognized as a compelling career path.
Having worked in both the SSP space, currently at Index Exchange and previously at Rubicon Project (now Magnite), as well as the DSP space at The Trade Desk, I’ve seen the industry from both sides. Each has its challenges and opportunities, but SSPs stand out for the unique role they play in the programmatic advertising landscape. If you’re a professional in ad tech or looking to break into the space, here’s why working for an SSP should be on your radar.
Understanding the role of SSPs
At its core, an SSP enables media owners to manage, sell, and optimize their ad inventory programmatically. SSPs are the gateway through which demand flows, ensuring that their inventory isn’t only sold, but sold at the highest possible value.
In recent years, the role of SSPs has evolved far beyond inventory management. They’ve become crucial in shaping how marketers and media owners interact in an increasingly complex, data-driven world. As the programmatic industry matures and moves towards full transparency, SSPs have had to innovate rapidly, incorporating tools that help media owners control their supply, maintain brand safety, and maximize yield.
Why build a career at an SSP?
1. The backbone of programmatic advertising
SSPs sit at the very heart of the programmatic ecosystem. They provide a direct bridge between media owners and marketers, and without them, the open exchange of digital ads simply wouldn’t exist. If you’re working at an SSP, you’re in the thick of it—managing real-time data, optimizing processes, and ensuring that media owners extract maximum value for their inventory.
Being a part of this evolving system puts you in a unique position to learn about both the demand- and supply-sides of the business. I’ve found that this well-rounded knowledge makes you an invaluable asset to any future ad tech role, especially if you have experience with both DSPs and SSPs.
2. The push for innovation
Ad tech never stands still, and SSPs are at the forefront of pushing the boundaries. From embracing AI-driven solutions for yield management to tackling the challenges of a cookieless world, SSPs are driving much of the innovation in ad tech today. As we move into a future where first-party data, privacy regulations, and contextual targeting take center stage, SSPs are constantly adapting to meet new demands.
This innovative culture offers professionals a chance to work on cutting-edge technology, which makes SSPs an attractive place for anyone who thrives in fast-paced environments. Having worked on the DSP side at The Trade Desk, I’ve seen firsthand how innovations in SSPs directly impact the effectiveness of demand-side strategies. This close relationship underscores the importance of collaboration between both platforms. A well-rounded understanding of both DSPs and SSPs not only fosters better solutions but also equips professionals to adapt to shifts across the entire ad tech landscape.
3. Impact and career growth
SSPs offer clear career trajectories, with numerous paths for growth. The SSP landscape is large, covering product development, data analytics, and customer-facing roles, meaning there’s room to carve out a niche based on your strengths. Whether you’re interested in the technical side of optimizing inventory or the commercial side of building customer relationships, there’s a multitude of opportunities to expand your skill set.
The impact you can have within an SSP is also tangible. Your work directly influences a media owners’ bottom line, providing a sense of achievement and ownership that can be incredibly fulfilling. This is in contrast to DSPs, where the focus is more on achieving return on investment for marketers. Both are rewarding, but SSPs offer a unique way to influence the entire ecosystem from the media owners’ perspective.
Why now is the time to consider SSPs
With the digital advertising landscape undergoing significant shifts, there’s never been a more exciting time to be part of an SSP. As media owners become more reliant on programmatic channels and marketers look for better ways to reach targeted audiences, the relevance of SSPs continues to grow. As a professional in this space, you’ll not only be part of this growth but a driver of it.
Whether you’re an ad tech veteran or someone looking to break into the industry, a career at an SSP offers a unique blend of challenge, innovation, and growth potential. Having worked on both the DSP and SSP sides, I can confidently say that SSPs are a fantastic place to hone your skills, make an impact, and build a long-lasting career.
To learn more about what it’s like to work at Index Exchange and explore open opportunities, visit the careers page.
Written by Mark Ferris, Principal Recruiter at Index Exchange