Supply In Demand; Like Pigs In Slop | AdExchanger

"Supply-side ad tech platforms - call them SSPs, ad exchanges or whatever - are at an interesting inflection point. The whole category has been under Google's thumb for years. But Google's pub-side tech was declared an illegal monopoly, and there's a sense that, perhaps, newcomers have a chance to grow. There are also interesting strategic acquisitions potentially in the offing. Airlines, credit card companies and other data-rich businesses are entering advertising and data sales, making an SSP an enticing addition."

"Some brands and agencies are betting on outsized ROI gains for non-AI interaction and authentic spontaneity. Which is how you end up with the latest social agency offering: Man-on-the-street-style interviews where a livestreaming content creator stops and talks to randos about your product. Advertisers embraced the trend mainly because it stands out as organic in a feed. Also, agencies can filter out negative responses, whereas an influencer may livestream some unfortunate candid product reviews."

"The men's deodorant and cologne brand Huron adopted the format partly because it creates a compelling way to demonstrate smell through an ad, says Co-Founder and CEO Matt Mullenax. But, most importantly, no advertiser wants to make an ad. "Your ads cannot look like ads anymore," says Josh Suggs, a 22-year-old founder of a social agency that focuses on these man-on-the-street videos."

Supply-side ad tech platforms face an inflection as Google's pub-side technology was declared an illegal monopoly, opening opportunities for newcomers and potential strategic acquisitions. Airlines, credit card companies and other data-rich businesses are entering advertising and data sales, making owning an SSP an attractive asset. Social feeds are saturated with AI-generated content, prompting some brands and agencies to pursue non-AI, authentic interactions for higher ROI. Man-on-the-street livestream interviews provide perceived organic engagement, allow agencies to filter negative responses, and enable sensory demonstrations like scent. AI content growth surged after ChatGPT but plateaued around half of pages, leaving low-quality AI content as an ongoing concern.

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