<b>When two SSPs merge, your seat halves</b>

<b>When two SSPs merge, your seat halves</b>

Watching: in SSP consolidation, buyers don't keep both seats — they merge spend onto the surviving path and prune the redundant one. The acquired SSP's unique demand often evaporates within a quarter as DSPs collapse duplicate paths to the same publisher.

— M&A collapses parallel paths, it doesn't add them
— Unique demand on the smaller SSP is the part that disappears

Impact: after any SSP merger touching your stack, watch the acquired path's unique-demand share, not total revenue. (sourced)