by Adam Bliss
~1 min read

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Idea 8 : Client Side SSP

Take for granted I don’t have business model for this and it would likely fail because of ad blocking software but I like the idea! Most ad tags happen with an HTTP call and with the advent of the SSP and DSP landscape then server then gets that call and repeats it to many players, ultimately ending with an auction to see who wins.

What if we disrupt the that industry by just letting the client side where the ad call starts make all the calls to the DSP’s directly, especially in the world we have today where so many of these companies and websites don’t have their own O&O ad sales. If you have a big ad sales team this won’t work because you’d end up cutting them out unless they can respond the same way. Build some auction dynamics into the client and keep 15% of your ad sales that you would usually give up.