If all your SSP does is connect you to demand, you’re leaving money on the table. Pipes don’t get you those big brand bucks. Partners do.
Many publishers treat SSPs as interchangeable pipes. Pipes carry demand, but pipes do not create value. When all SSPs look the same, the only differences left are price and ease of integration. The publishers who unlock the most revenue know better. They partner with SSPs that collaborate, guide strategy, and elevate their inventory for premium demand. Success in today’s market requires more than technical integration. It requires true collaboration.
Incremental monetization
Most publishers monetize primarily through performance advertising.While essential, performance demand has limits. It can repeatedly target the same users, creating diminishing returns.
Incrementality comes from layering new sources of demand on top of existing performance revenue. Brand advertising is additive. It reaches untapped audiences, drives higher eCPMs, and delivers sustainable revenue growth.
- Tip: Assess your current revenue sources and set a clear goal to grow brand demand alongside performance campaigns.
Premium demand
Premium revenue begins with access to brand and agency-driven campaigns that are not available in the open market.
High visibility brand campaigns focused on reach, engagement, and immersive formats like video
Major brand advertisers
Brand DSPs
When these elements converge, publishers gain access to campaigns that deliver scale, engagement, and meaningful incremental revenue. A partner SSP positions your inventory to participate in this ecosystem, turning standard impressions into valuable brand opportunities.
- Tip: Confirm your SSP’s access to brand DSPs and agencies, and ensure your inventory meets their standards for premium campaigns.
“Pipes are cheap. Partners make you money. Publishers who treat their SSP like a partner will be the ones capturing brand dollars and scaling revenue this year.”
Curation: matching inventory to demand
Raw inventory does not sell itself. Curation transforms supply into inventory that premium buyers actively want. The right SSP packages and presents your inventory in ways that:
- Solve demand-side challenges through curated deals and private marketplaces
- Elevate your supply as premium and brand-safe
- Enables better signalling, more predictability in bidding and higher eCPMs
Curation ensures that brand demand flows to your inventory, moving beyond simple optimization toward high-value outcomes.
- Tip: Ensure your SSP helps you package and highlight your most valuable inventory so brand buyers can easily discover and bid on it. Well-curated inventory moves faster and commands higher eCPMs.
Data enrichment
Data powers curation and unlocks premium budgets. A strong SSP partner turns the signals in your inventory into actionable audience insights that advertisers can use. This delivers:
- Precise targeting for brand campaigns
- Better alignment with advertiser KPIs
- Higher bid density and incremental revenue
By enriching your supply with meaningful audience intelligence, your inventory evolves from simply available to strategically essential for premium campaigns.
"SSPs that only connect supply to demand without adding value along the way are ultimately replaceable. The SSPs that differentiate themselves in 2025 are the ones that curate, enrich, and position publisher inventory to win premium brand campaigns."
Data enrichment
Smarter curation
Premium demand
Incremental revenue
- Tip: Ask yourself if your SSP supports you in turning your audience signals into actionable insights, leveraging engagement, behavioral, or contextual data to make your inventory more attractive for premium campaigns.
The publisher advantage
Publishers who treat SSPs as pipes end up with commodity outcomes. Publishers who partner for premium demand, curated inventory, and insights create inventory that attracts top-tier brand campaigns.
The outcome is a mutually beneficial ecosystem:
- Advertisers achieve better performance and meaningful engagement
- Publishers capture incremental revenue and access premium demand
If your SSP is not thinking with you, it cannot work for you.
How mobile publishers can unlock new revenue with better data and curation
How mobile publishers can unlock new revenue with better data and curation
Every impression has potential, but they’re not all valued equally. Increasingly, premium advertisers are looking for inventory that combines quality, transparency, and actionable insights. Here’s how publishers can position their supply to capture that demand.
1. Quality first
We identify and elevate the most valuable placements, including high-viewability, engaged users, and brand-safe environments, ensuring supply is ready for premium campaigns.2. Curation that attracts brand budgets
We pre-package inventory into PMPs and curated deals aligned with DSP and agency needs. This makes your supply both discoverable and desirable to premium buyers.
3. ML-powered addressability
Our proprietary machine learning models transform the rich signals within your inventory (contextual, behavioral, and engagement data) into actionable audience segments. By layering intelligence such as:
- Interests and purchase intent
- Topics and demographics
These enriched audience segments allow advertisers to reach the right users in the right context, driving higher demand and stronger CPMs for your inventory.
- Advertisers gain precision targeting.
- Publishers earn stronger CPMs without changing how they operate.
Verve brings incremental brand demand to your existing monetization, helping you unlock new revenue streams and maximize the value of your supply. We are the SSP partner that elevates your inventory, expands your opportunities, and grows your revenue.
