Programmatic Advertising Part 2: SSP Trends, CTV Growth, and What Q1 Data Shows

In part two of their programmatic advertising series, Kelly and Sean shift from the demand side to the supply side, breaking down what SSPs are, how they function, and what the latest Q1 data says about where programmatic is heading.They begin with a practical explanation of the supply-side platform: the technology publishers use to make ad inventory available to buyers in the programmatic marketplace. If DSPs help advertisers buy, SSPs help publishers sell. From there, the conversation moves into one of the more striking shifts in the market — the growing role of programmatic in connected TV.Sean explains how streaming inventory has moved away from direct sales and toward a more automated buying model. Just a few years ago, only a minority of CTV dollars flowed programmatically. Today, many platforms are approaching a much more balanced split, and some are already heavily programmatic.Kelly and Sean then zoom out to the broader Q1 picture. They discuss how programmatic growth has moderated from the very high levels seen a year ago, why that slowdown makes sense, and what factors are contributing to it — from market maturity to slower expansion in ad-supported streaming inventory.The episode also touches on category-level changes, with pharmaceuticals standing out as a notable growth area, and closes with a look at the biggest DSP players globally, including DV360, Trade Desk, and Amazon.Key topics include:What an SSP is and how it worksThe relationship between DSPs and SSPsWhy CTV inventory is shifting toward programmaticThe move from direct buying to automated buying in streamingWhat Q1 data says about global programmatic growthWhy programmatic growth has slowed from prior highsCategory-level changes, including pharma growthMarket share shifts among major DSPsWhat to watch for in the rest of the yearChapters00:00 Intro and spring break recap01:25 Why this is part two of the programmatic series01:55 What an SSP is04:32 Supply-side trends in programmatic06:13 Why CTV is moving toward programmatic08:56 Platform-level shift in streaming inventory12:06 Q1 programmatic growth trends14:19 Category changes in Q115:11 Major DSP market share shifts16:16 Outlook for the rest of the year17:49 Closing thoughts and what’s nextIf you’d like access to the benchmark report or want to suggest a topic for the next part of the programmatic series, reach out to [email protected] you enjoyed this episode, be sure to follow or subscribe so you don’t miss future conversations on advertising, media strategy, and cultural marketing moments.And if you’re listening on Apple Podcasts or Spotify, a quick rating or review helps more people discover the show.