How traffic-shaping tools powered by real-time demand insights are redefining programmatic efficiency

As programmatic advertising spend continues to surge, reaching a projected $180 billion by 2025 in the U.S. alone, the industry faces mounting challenges around efficiency and scale. 

Between 2020 to 2023, the number of bidstream requests between DSPs and SSPs has increased by 2.3 times, far outpacing actual inventory growth. This surge, driven by the proliferation of SSPs, ad tech intermediaries and increased header bidding adoption, has created a complex supply chain rife with inefficiencies, impacting everyone from brands and agencies to DSPs and SSPs.

These inefficiencies manifest in wasted ad spend due to duplicate bid requests, reduced campaign performance from suboptimal inventory matching, strained technical infrastructure and increased operational costs and difficulty achieving campaign goals due to inconsistent access to desired audiences. Meanwhile, DSPs and SSPs face growing processing overhead as they manage an ever-increasing volume of bid requests, some of which never result in delivered impressions. 

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