smartclip introduces SSP orchestration on smartx
September 14, 2024
smartclip, RTL Group’s adtech development unit and a provider of adtech solutions across Europe, has expanded its integration capabilities, introducing SSP orchestration within smartx — its proprietary ad server and SSP. This innovation empowers media owners to streamline ad requests, manage inventory through a variety of third-party SSP partners, and optimise yield through a unified auction — all while benefiting from the extensive feature set available on smartx.
As the media landscape continues to evolve and becomes more complex, broadcasters and publishers are increasingly seeking to diversify their revenue streams by working with multiple SSPs. smartclip’s new SSP orchestration capabilities enable media owners to seamlessly connect with various third-party SSPs, unlocking unique demand sources, including international budgets and region-specific opportunities. By centralising the final ad decision on the smartx platform, broadcasters and publishers maintain full control of their monetisation strategy while maximising revenue potential through a streamlined approach.
Beyond unlocking new demand, this solution can be utilised as a standalone product, offering a full-stack approach to ad management. It provides a unified auction environment that holistically integrates SSPs, DSPs, and ad servers, thereby reducing the growing complexity on the publisher side. Media owners can streamline their operations by leveraging smartx’s comprehensive features, including ID solutions, unified financial reporting, creative approval, and ad rule management, all within a single platform.
Gloria Eichler, Chief Product Officer at smartclip, commented: “As the media landscape evolves and the lines between supply and demand platforms blur, simplifying the growing complexity for our partners is crucial. That’s why we are extending our capabilities to connect to different ecosystems, allowing our broadcaster and publisher partners to leverage additional buy-side relationships while staying in full control of their supply path and data flow.
By fully managing their inventory on our adtech platform and leveraging our new SSP orchestration capabilities, media owners can seamlessly coordinate monetisation strategies across multiple SSPs, buy-side platforms, and direct sales approaches to maximise ad revenue — all without relying on complex header bidding strategies. This streamlined approach simplifies operations and enhances transparency, ensuring broadcasters and publishers stay competitive in today’s digital ecosystem.”