2026 State of advertising report

The supply-side platform (SSP) now operates as a decision engine that shapes value before the auction begins. As advertisers demand greater transparency, signal strength, and measurable outcomes, intelligence is moving closer to the impression. 

In our 2026 State of advertising report, we explore how sell-side decisioning is redefining where value is created in the transaction. Applying data, context, and quality standards, pre-bid improves efficiency, strengthens accountability, and drives better outcomes for buyers and sellers. 

Interview with Paul Zovighian

VP, Marketplaces, Index Exchange

In this discussion, Paul shares:

  • Why SSPs are becoming decision engines, not just inventory pipes 
  • How applying audience and contextual intelligence pre-bid improves supply quality and efficiency 
  • Why advertisers must rethink where value is created in the programmatic transaction 

The future of programmatic isn’t about choosing a buy-side or sell-side advantage, it’s about aligning intelligence across both. When decisioning starts closer to the impression, data, context, and audience signals shape value from the outset and the entire ecosystem wins.

Paul Zovighian
Index Exchange

Explore Experian’s 2026 State of advertising report

This partner perspective is part of our 2026 State of advertising report, featuring leaders across agencies, commerce media, identity, mobile, privacy, and more. 

Download our full report to learn how sell-side decisioning connects with the other forces shaping advertising in 2026, and what advertisers must prioritize to drive measurable outcomes. 

Download our exclusive report

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