*Lots of news about the role of an SSP recently, so I thought I’d share my thoughts on the future role of a DSP* In my first digital advertising job I was responsible for uploading advertisers’ creative assets into an ad-server (primarily DFA… now called Campaign Manager 360) and then sending out ad tags to large publishers and ad networks to implement within their publisher ad-servers to deliver campaigns. I would report on the delivery from the ad-server itself and on occasion I’d optimize the creative in the ad-server and monitor ad impression delivery.