Advertisers Face New Dynamics as SSPs Recast

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The Trade Desk’s decision to reclassify SSPs as “ad networks” underscores growing tension in programmatic advertising and hints at a new power balance.

The Trade Desk has begun reclassifying supply-side platforms (SSPs) as “ad networks” within its platform, a move that highlights the shifting dynamics of the digital advertising supply chain. The change, first spotted by platform users this week, signals how the largest independent demand-side player is redefining the role of intermediaries in programmatic media buying.

SSPs were originally created to help publishers maximize ad revenue by connecting them with multiple demand sources. But The Trade Desk’s decision suggests that SSPs are increasingly being seen less as neutral facilitators and more as networked resellers of inventory. Industry analysts argue this rebranding could influence how advertisers perceive value and transparency across their media buys.

“The language shift from SSPs to ad networks reflects deeper concerns about hidden fees, auction dynamics, and opaque practices,” said Joanna O’Connell, VP and Principal Analyst at Forrester. “For marketers, it raises questions about who truly controls efficiency and accountability in programmatic.”

The reclassification arrives at a time when advertisers are demanding greater clarity on media spend. According to the ANA’s recent programmatic transparency study, nearly 30% of advertiser dollars are still lost in non-transparent supply chain costs. By reframing SSPs, The Trade Desk is positioning itself as the gatekeeper of efficiency and trust in an ecosystem under scrutiny.

While some publishers may bristle at the change, agencies and brands could welcome the stronger delineation as they push for more control. The move reinforces a broader industry trend where power is consolidating around a few large buying platforms.