Adding SSPs vs deduplicating them: when more demand is negative

Adding SSPs vs deduplicating them: when more demand is negative
Heard: the reflex is 'add another SSP for incremental revenue' — past ~8-10 the curve inverts.
— Each SSP adds a cookie sync, page weight, and timeout risk; the 11th rarely brings unique demand.
— Many SSPs resell the same DSP seats — you're just paying multiple rev-shares for ONE buyer's bid (duplicate demand).
— SPO is the buy-side doing this dedup TO you — beat them to it and consolidate the cleanest paths first.
Impact: Run a demand-overlap analysis; cutting redundant SSPs often raises RPM by trimming auction latency. (sourced)