I am excited to announce The Forrester Wave™: Sell-Side Platforms, Q4 2024. This is the first Forrester Wave of the sell-side platform (SSP) provider category since 2014, and a great deal has changed in those 10 years.
In 2014, ad exchanges and SSPs converged, but mobile and video advertising remained siloed from display advertising — programmatic’s bread and butter. As the market matured, SSPs pushed closer to agencies and the buy side, seeking to cultivate unique, consistent adv...
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