It’s not uncommon for a single brand to sell through four (or more) retailers, each with either a distinct supply-side platform or their own internal proprietary solution. Just imagine how “ruff” a pet brand has it selling products on Target, Petco, Kroger, and Amazon.
With all of these platforms measured a little (or a lot) differently, it can be time-consuming and resource-sucking for brands to learn the ins and outs of each SSP. In addition, some of those retailers—Petco being a recent example—could opt to strike out and launch their own platforms, leaving you with yet another platform to learn, in addition to Criteo, PromoteIQ, CitrusAd, Koddi, and other names you might recognize in the space already. (Note: One recent partnership announcement could bring you one less SSP to learn.)
Multiple SSPs can mean headaches when it comes to scaling management, discerning the nuances between them, and comparing retailers in those pressing performance and budget discussions with your company’s leadership. A brand could use third-party software for management execution and visibility or build an in-house solution to help with scale and visibility—but you’d still have to know the rules for each retailer and SSP. Marketers often end up navigating a convoluted world of multiple Excel dashboards.
Managing multiple SSPs presents a complex challenge for brands trying to maximize their media spend and optimize performance. With each platform offering different tools, attribution models, and metrics, understanding how to leverage these technologies is crucial for scaling efficiently. Brands need to navigate this fragmented landscape by identifying commonalities and best practices across SSPs to streamline operations, ensure accuracy in performance comparison, and unlock the full potential of retail media.
When budgets are tight, or you’re trying to prioritize which retailers will deliver the highest return, asking the right questions upfront is critical. Whether it’s choosing the right attribution window, understanding relevancy in search results, or assessing minimum CPCs, these decisions can make or break your campaign’s efficiency. Not only does this help stretch your ad dollars, but it also ensures you’re focusing efforts on platforms that will give you the most accurate, impactful results across the board.