The digital advertising industry has always moved quickly and been subject to many external influences, for example, changes in legislation and the emergence of new content distribution platforms. To thrive in any fast-paced industry companies need to have the development capabilities and flexibility to roll out new solutions that shake up the industry, meet client requirements, and give them a competitive advantage. For supply-side platforms (SSPs), changes in publishers’ and brands’ requirements over the past couple of years have augmented the role that they (the SSP) play in the ecosystem. From a high-level perspective, the role of the SSP is to make digital advertising as effectiv
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