Harnessing SSPs in CTV: insights for effective media buying

As viewers continue to migrate from traditional linear TV to streaming platforms, Supply-Side Platforms (SSPs) have emerged as crucial gatekeepers in the streaming TV ecosystem, wielding significant influence over how advertising inventory is packaged, priced, and sold.

For media buyers navigating this rapidly evolving space, understanding the role and impact of SSPs has never been more critical. With streaming TV ad spending projected to exceed $30 billion by 2025, the stakes are higher than ever. Yet many professionals find themselves grappling with a fragmented marketplace, varying inventory quality, and opacity in pricing mechanisms – all while trying to maximize campaign performance and ROI.

In this guide, we’ll decode the world of streaming TV SSPs, exploring how these platforms are reshaping advertising dynamics and providing you with actionable strategies to optimize your media buying decisions in this exciting but complex channel.

Current state of SSPs in streaming TV

The landscape of Supply-Side Platforms (SSPs) on streaming is rapidly evolving. The average streaming TV platform now authorizes 30 SSPs to sell its inventory, doubling the number of SSPs streamers worked with last year. This growth is indicative of the increasing complexity and cost associated with streaming TV advertising.

Challenges and risks

CTV media buyers face significant challenges. The median cost-per-thousand impressions (CPM) through resellers has risen to $19.50, which is 39% higher than direct platform auctions, highlighting the financial implications of using SSPs without a strong plan and an eagle eye on performance. Additionally, the lack of transparency in the programmatic ecosystem can lead to inefficiencies, such as bidding on the same inventory multiple times, ads appearing in contexts that aren’t suitable, or simply a lack of visibility into frequency and effectiveness. The current ecosystem risks complicating the buying process and increasing costs, and is a big reason why so many DSPs are seeking to improve their SPO (supply-path optimization).

As the industry grows, audiences are increasingly diversifying their viewing behavior. According to Comscore, as viewers spend more time watching streaming TV, 75% of those newly acquired hours are spent watching content outside of the top six streaming apps (Netflix, YouTube, Prime Video, Hulu, Max, and Disney+).

In addition, the largest CTV publishers and streamers often act as walled gardens, limiting transparency in the hopes of securing more direct deals. As a result, ad-supported streaming in 2025 remains notably fragmented, making it difficult for advertisers to scale audience buys, track ad placements, or fairly assess cross-platform performance.

SSPs provide a critical function by aggregating supply across publishers — and providing access to scale. However, advertisers should consider the source of an SSP’s publisher relationships. Some SSPs may bundle inventory from other aggregators rather than working directly with publishers, potentially leading to added layers of fees and reduced transparency.

Understanding where an SSP sources its inventory—and whether it introduces additional intermediaries—is essential for buyers seeking efficiency and performance.

Work with experts

Media buyers should still partner with experienced platforms with access to premium inventory to manage their campaigns effectively. Furthermore, platforms offering contextual targeting solutions can help advertisers navigate the loss of content signals they traditionally rely on with linear TV buys, and even help match ads to on-screen content to enhance viewer engagement.

Strategic approaches for media buyers

Managing costs

To cope with rising costs, media buyers should consider better SSP management. For instance, utilizing Private Marketplace (PMP) deals can help secure better inventory and pricing. Additionally, scene-level targeting allows for more precise ad placements based on specific content, enhancing relevance and engagement. Working with companies like Wurl, which offers curated, pre-bid packages and a contextual targeting data layer, can help ensure your dollars aren’t being wasted.

Quality assurance

Ensuring the quality of streaming TV inventory is crucial. Media buyers are encouraged to implement quality control measures, such as using third-party verification partners like DoubleVerify to ensure effective and brand-safe ad placements. However, a lot of brand safety and quality questions can be addressed by simply setting up your campaigns with exclusion lists for certain brand safety flags. Again, talk to your Wurl contact to find out how BrandDiscovery metadata can be layered into your programmatic strategy to remove things like violence, profanity and drug use from your potential inventory pool.

Recommendations for effective streaming TV buying

Encouraging SSP standards and avoiding low-standard inventory is essential for maintaining quality. As the market grows, media buyers must be vigilant in selecting partners that prioritize quality and transparency. At Wurl, we’re closest to the supply, powering most of the FAST ecosystem. Our strong publisher partnerships allow us to standardize bid stream signals, giving advertisers consistent, scalable targeting.

Balancing scale and flexibility

Preparation and foundational work are critical for successful programmatic streaming TV buying. By balancing scale and flexibility, media buyers can adapt to the rapidly changing landscape while optimizing their ad spend.

For more insights on optimizing ad creatives for streaming TV, check out our article on optimizing ad creatives for streaming TV. Additionally, learn about insights on SSPs and DSPs to further enhance your media buying strategies.

Conclusion

In conclusion, the rise of Supply-Side Platforms (SSPs) in the streaming TV landscape is reshaping how media buyers strategize their advertising efforts. By leveraging SSPs, media buyers can enhance inventory access, ensure brand safety, and achieve precise targeting, ultimately driving better campaign performance and ROI. As the streaming TV ecosystem becomes increasingly sophisticated, adapting your strategies is essential for staying competitive.

Now is the time to take action! Evaluate your current SSP partnerships, implement robust brand safety measures, and optimize your targeting capabilities. By embracing these strategies, you can position yourself for success in the dynamic world of streaming TV advertising. Start transforming your approach today!