Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

Publishers Are Using Fewer Sell-Side Vendors

Ad sellers and buyers alike are dropping vendors to reduce fees

Like their advertiser brethren, publishers are culling their programmatic vendors.

Ad tracking firm Pathmatics analyzed the biggest 500 US publishers in its system and found that the number of sell-side vendors these publishers use per month—including supply-side platforms (SSPs), ad networks and ad exchanges—declined 26% over the past two years. In June 2016, publishers used 7.7 vendors per month to sell their programmatic inventory, compared with 5.7 vendors as of June 2018.

There is a similar trajectory occurring on the buy side. Pathmatics analyzed the top 100 advertisers on its platform and found that the number of demand-side platforms (DSPs) these advertisers use declined about 40% between January 2016 and April 2018. Advertisers used to run at least 1% of their ad spent through about seven DSPs per month, but now they use just about four DSPs per month.

Publishers are reducing SSPs at a time when concerns about ad tech taxes are high in the ad industry. To bring more clarity around opaque pricing, some publishers have taken their vendors to court while others gripe to the press about ad tech trickery.

After auditing the programmatic ecosystem in May, GroupM estimated that on average, DSPs and SSPs each take about a 10% cut of the ad spend flowing through their platforms. Getting rid of SSPs reduces competition for ad impressions, but this trade-off is worth it for publishers who wish to skirt vendors with high margins as well as those looking to reduce the amount of ad tags on their page to improve page speed.