How do SSPs charge? 

Each SSP will work out specific licensing with the retailer that includes platform access, maintenance, and builds, usually in a multiyear agreement since enterprise-level software integrations take time and energy to implement and ramp up. A retailer can fund this software in a few ways: They may bake a percentage into their minimum CPCs in each category, or the SSP adds a technology fee, like Criteo, which charges 20% as a line item alongside media spend.

If the SSP has solid capabilities in determining relevancy and propensity, the quality of the impression goes up, and therefore the conversion rate. In plain English, compare the number of clicks against total cost, and you’ll know which SSP gives you the biggest bang for your buck. 

While visibility and standardization across SSPs would be ideal, competition drives innovation and keeps fees in check. The key is to identify partners, synergies, and efficiencies that allow you to manage at scale effectively. In this complex landscape, there are always common threads—find them, and use them to your advantage.