Programmatic : >80% of Bid Requests on the Open Web come from… Resellers!

That’s right: SSP seats owned directly by publishers account for only 17% of all Bid Requests (BR) according to a study conducted on two major exchanges, excluding GAM. This figure certainly raises some questions, don't you think?

Some Resellers do provide genuine added value to publishers 👇

• Exclusive formats (e.g., Sublim's (Azerion) enriched skins)
• Key technical integrations (e.g., Dailymotion player)
• A sales force capable of driving incremental investment (e.g., Teads)

🕵️ However, when we audited the ADS.TXT files of various publisher sites and discovered that some Resellers declare over 100 SSP seats, it becomes clear that their strategy looks more like mass BR duplication rather than providing incremental qualitative value for the publisher...

The consequences are severe:

📉 Publisher seat BRs are drowned out → they become less attractive to DSPs → they are more easily blocked by SSP throttling algorithms → they generate less revenue.
📉 Buyers pay for useless extra layers → loss of efficiency → loss of ROI for advertisers → advertisers turn away from the Open Web.

🎯 This is where SPO (Supply Path Optimization) comes into play, on both sides of the programmatic chain.

1. Publishers can optimize SPO:

✅ Demand more contractual transparency from their partners.
✅ Audit their Reseller partners (with the help of a DSP, using dedicated pixels and creative_ids per Reseller).
✅ Advocate for the adoption of Transaction_ID (one common Bid Request ID among all SSP, facilitating SPO for DSPs).
✅ Relaunch the TrustID project (previously supported by Union des marques / EdiPub / SRI LES REGIES INTERNET), which aimed to trace programmatic investment flows.

2. Media Traders can optimize SPO:

✅ Select the publishers' direct SSP seats... though this isn't always possible, as some DSPs do not allow it :-(

At GreyFox Ads, we beleive the quality OpenWeb brings real efficiency to advertisers. We are the smallest Ad Network in France, but not the dumbest : we've created Master Deals to bring Media Traders :
⭐clean supply,
⭐smart targeting,
⭐simplicity,
⭐cost transparency.

You want to work with a quality partner to operate Video/Display programmatic campaign on the french market ?
📩 Contact GreyFox Ads !

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