Podcast Summary: AdExchanger Talks – "Making Sense of DSP-SSP Convergence"
Release Date: July 29, 2025
Introduction In the episode titled "Making Sense of DSP-SSP Convergence," Alison Schiff, Managing Editor of AdExchanger, engages in a comprehensive discussion with Kara Puccinelli, Chief Customer Officer of Nexon. The conversation delves into the intricate evolution of Nexon through various mergers and acquisitions (M&A), the integration of Demand-Side Platforms (DSP) and Supply-Side Platforms (SSP), and the pivotal role of Artificial Intelligence (AI) in shaping the future of advertising technology.
1. Kara Puccinelli: A Personal Insight
Timestamp: [02:13]
Kara begins by sharing a personal anecdote, highlighting her passion for adventure sports. She mentions her recent trip to Patagonia and her ongoing endeavor to learn winging, a form of windsurfing. This not only humanizes Kara but also sets a tone for resilience and adaptability, qualities essential in the dynamic ad tech industry.
Notable Quote:
"There is nothing more humbling as an adult to learn something like that and fall down a lot."
— Kara Puccinelli [03:29]
2. Nexon’s Evolution Through M&A
Timestamp: [03:39]
Alison Schiff provides a detailed timeline of Nexon’s transformation through successive acquisitions and mergers, starting from 2014 with Maramedia's acquisition of Taptic, leading up to the rebranding to Nexon in 2023. Kara confirms the accuracy of this timeline, emphasizing the strategic integration that has culminated in Nexon’s current status as a comprehensive ad tech platform.
Notable Quote:
"We really have now created a brand that greater market recognition than any of those and we're excited that it's come together in this way."
— Kara Puccinelli [05:29]
3. Integration of DSP and SSP: Benefits and Challenges
Timestamp: [06:04]
Kara elaborates on Nexon’s focus since 2022 on integrating various technologies to build a robust end-to-end solution centered around a unified data platform. This integration encompasses feature-rich first-party data solutions, discovery tools from the Amobi tech stack, DSP, SSP, and ad-serving capabilities. The objective is to optimize both buy-side and sell-side operations, thereby enhancing returns for advertisers and strengthening connections with publishers.
Notable Quote:
"We are really focused on delivering greater marketing profitability through data-driven advertising."
— Kara Puccinelli [07:42]
4. The Blurring Lines Between DSPs and SSPs
Timestamp: [09:34]
The discussion shifts to the evolving relationship between DSPs and SSPs. Kara argues against the notion of disintermediation, advocating instead for the seamless collaboration of both platforms. She emphasizes that integrated technology on both sides fosters better optimization, ensuring efficient media buying and effective monetization for publishers.
Notable Quote:
"Having technology on both sides allows for the greatest opportunity for that to exist."
— Kara Puccinelli [16:32]
5. Investing in AI: Benefits and Integration
Timestamp: [25:11]
Alison steers the conversation toward AI, prompting Kara to outline Nexon’s strategic integration of AI across their platform. Instead of treating AI as an external add-on, Nexon has embedded AI deeply within their data platform, enhancing media planning, audience insights, and activation strategies. This holistic approach ensures that AI-driven decisions are informed by a comprehensive data set, leading to smarter and more effective advertising outcomes.
Notable Quote:
"AI should be integrated across the technology versus being this separate thing that sits on the side."
— Kara Puccinelli [25:11]
6. AI Applications and Differentiation
Timestamp: [29:38]
Kara provides concrete examples of how Nexon leverages AI in their Discovery tool. She describes an AI-driven agent that generates insightful decks by analyzing first-party data combined with additional data points. This allows brands to gain a 360-degree view of their consumers, enabling more accurate audience segmentation and effective media strategies.
Notable Quote:
"It's really about having that work across the platform from that entire customer journey, from media planning to buying to measurement."
— Kara Puccinelli [27:10]
7. Managing CTV Fragmentation
Timestamp: [40:56]
The conversation transitions to Connected TV (CTV) fragmentation, a significant challenge in the ad tech landscape. Kara discusses Nexon’s initiative, Nexon University, aimed at educating industry professionals about CTV fragmentation. She advocates for greater data transparency and collaboration among platforms to manage reach and frequency effectively, thereby improving the viewer experience and maximizing advertising impact.
Notable Quote:
"We can do better at allowing these different platforms and media owners to work better together."
— Kara Puccinelli [41:45]
8. Client Concerns and Nexon’s Approach
Timestamp: [44:20]
Kara highlights the primary concerns of Nexon’s clients, which revolve around enhancing performance outcomes amidst changing consumer behaviors and economic instability. She outlines Nexon’s commitment to helping clients achieve their KPIs by reducing costs, improving media efficiency, and providing accurate measurement of media mix interactions leading to conversions.
Notable Quote:
"Everyone's asking, 'Do more with less.' And so, you know, getting to a path that they can achieve that and make the CFOs happy."
— Kara Puccinelli [45:27]
9. Views on Privacy Sandbox and Future Directions
Timestamp: [46:25]
Alison inquires about Nexon’s investment in the Chrome Privacy Sandbox and the future of third-party cookies. Kara reflects positively, acknowledging that while the Privacy Sandbox may not have been a practical solution, the effort accelerated the adoption of alternative IDs like Ramp ID. This experience has positioned Nexon to test and scale alternative ID solutions more effectively.
Notable Quote:
"It was an academic solution... But it did drive greater adoption of IDs in general."
— Kara Puccinelli [46:25]
10. Conclusion
Timestamp: [47:35]
Alison wraps up the interview, thanking Kara for her insights. The episode provides a deep dive into the convergence of DSP and SSP within Nexon, the strategic integration of AI, and the ongoing challenges and solutions in the fragmented CTV landscape. Kara’s perspectives offer valuable guidance for advertisers, publishers, and marketers navigating the complexities of modern ad tech.
Key Takeaways:
- End-to-End Integration: Nexon’s strategic mergers and integrations have evolved it into a comprehensive ad tech platform, enhancing marketing profitability through unified DSP and SSP operations.
- AI Integration: Nexon leverages AI not as an external tool but as an integral component of their platform, driving smarter media planning and audience insights.
- Collaboration Over Competition: Kara emphasizes the importance of DSPs and SSPs working collaboratively rather than attempting to disintermediate each other for optimal ad performance and publisher monetization.
- CTV Fragmentation Solutions: Education and data transparency are critical in managing CTV fragmentation, ensuring effective reach and frequency management.
- Future-Proofing with IDs: Investments in alternative ID solutions have positioned Nexon to adapt swiftly to the evolving privacy landscape, ensuring continued effectiveness in ad targeting and measurement.
This episode of AdExchanger Talks offers a thorough exploration of the evolving dynamics between DSPs and SSPs, the strategic incorporation of AI in ad tech, and practical approaches to overcoming industry challenges. Kara Puccinelli’s insights provide a roadmap for leveraging integrated platforms to achieve superior advertising outcomes in a complex and fragmented digital landscape.