SSP & DSP Integration Depth

Trillboards is integrated with multiple supply-side platforms covering the major programmatic DOOH demand pools — both global Tier 1 SSPs that operate across channels (web, mobile, CTV, DOOH) and DOOH-specialist exchanges whose entire inventory is out-of-home. The set covers each of the major geographies our screens operate in: North America (US + Canada), Europe (UK + EU), Asia-Pacific (Australia + selected APAC), plus partners that handle Latin America and Middle East / Africa.

Each SSP integration unlocks every DSP plugged into that SSP. The aggregate effect is that an ad opportunity on any Trillboards screen is reachable by a broad surface of programmatic buyers — easily into the hundreds of DSPs once you count the long tail — without requiring bilateral integration with each DSP. The supply chain is structurally redundant: if any single SSP is unavailable or returns no-bid on a given opportunity, the parallel SSP fanout still has a chance to fill it.

We also operate a small number of private marketplace (PMP) deals layered on top of the open-auction supply. PMP deals run on the same OpenRTB transport and the same SSP-side infrastructure; the deal identifier is a structured field on the bid request, and the seat list is enforced on the SSP side. PMP coverage is concentrated in our top-revenue venue categories (restaurants, gyms, retail) and in markets where the deal-economics justify the integration effort.

The four files that define a verifiable programmatic supply chain aresellers.json (published by each SSP, naming Trillboards as a publisher), ads.txt (published by Trillboards at the website root, authorizing each SSP to sell our web inventory), app-ads.txt (the app/CTV/DOOH variant referenced from app-store metadata and DOOH player manifests), and adagents.json (for partners that aggregate our inventory on our behalf). Trillboards publishes all four files where applicable, and every SSP we integrate with appears in our file with the correct seller relationship type (DIRECT or RESELLER) and seller account ID.

The verification works in both directions. A DSP reading our ads.txt sees which SSPs are authorized to sell our inventory; reading the SSP's sellers.json they see that we're a real publisher, not a re-broker. Any SSP without a matching entry in both files is treated as supply-chain fraud and most top-tier DSPs will not bid on it. The four-file cross-walk is the modern IAB Tech Lab standard for supply-path transparency and is a floor requirement for inclusion in any reputable DSP's curated marketplace.

We refresh ads.txt / app-ads.txt on every supply-chain change (new SSP onboarding, partner offboarding, seat-ID rotation) and the SSP-side sellers.json entries are mirrored from our partner-management system to keep the two sides in lockstep. There is no manual editing of these files in production; the cross-walk is fully automated.

Each SSP integration runs over the standard OpenRTB 2.6 bid-request / bid-response cycle, with the DOOH extension fields populated. Our ad-decision service constructs the bid request once, then fans it out in parallel to every connected SSP that matches the inventory profile (region, venue category, screen technical capability). We do not chain SSPs sequentially; the parallel fanout means total auction latency is bound by the slowest SSP in the set, not the sum of their latencies.

Bid responses are validated against the OpenRTB schema before they enter the auction. Invalid responses are dropped with a structured error log; we do not accept malformed creatives or out-of-spec VAST. The winning bid's VAST wrapper / inline ad markup is then handed to the screen's player, which renders the creative and fires the IAB-standard tracking pixels (impression, quartile beacons, complete) back to the SSP and to our own measurement endpoint.

We track every outcome in our internal vast_requests table — outcome enum spans requested, bid_received, no_bid, error, timeout, render_started, play_completed. Aggregate counts by outcome and by venue category, never by partner identity, are what we expose in the latency-benchmarks sub-page and in the State of DOOH 2026 fill-rates chapter.

Supply-path optimization (SPO) is the practice DSPs apply to choose the most efficient route from buyer to publisher. A given DOOH publisher might be reachable through three or four different SSPs, each with its own fee structure, latency profile, and creative-policy posture. A SPO-aware DSP picks the path with the best expected economics and the lowest expected latency, and routes future bids through that path preferentially.

We make ourselves SPO-friendly by exposing identical inventory metadata across every SSP we integrate with. The venue category, screen dimensions, dwell-time bucket, and audience signals are derived from the same source-of-truth aggregations; the SSP integration layer maps them onto the partner-specific naming conventions but does not modify their semantics. A buyer comparing the same Trillboards screen across two SSPs sees the same inventory definition on both sides, which is the floor requirement for honest SPO.

Beyond SPO, we maintain a small first-party direct-sold inventory layer for advertisers who prefer to deal with us bilaterally — direct insertion orders, managed creative trafficking, dedicated account management. The first-party layer runs on the same ad-decision service as the programmatic auctions, so an advertiser can move spend between direct-sold and programmatic without fragmenting their reporting. Aggregate-only reporting, again — no per-partner or per-buyer leakage.

Private marketplace deals layer a curated buyer-seat relationship on top of the open-auction supply. A PMP deal carries a structured deal identifier on the bid request, an allowed-seat-list enforced at the SSP, and a floor price negotiated between the buyer and Trillboards. The buyer's DSP recognizes the deal ID, applies any deal-specific targeting overrides, and bids inside the deal's economic envelope. The auction mechanics are otherwise identical to open-auction.

Most of our PMP volume concentrates in high-eCPM venue categories — restaurants, gyms, retail flagships — where the inventory uniqueness justifies the administrative overhead of bilateral deal terms. We do not advertise PMP deal lists publicly; interested buyers contact us through the demand-side onboarding channel and we route them to the appropriate SSP-side deal creation flow. The final relationship is between the buyer and the SSP at the deal-transport layer; Trillboards sits behind that as the publisher.

The aggregate result: the open-auction layer provides broad demand surface and price discovery, the PMP layer provides predictable spend from relationship-driven buyers, and both layers run on the same OpenRTB 2.6 transport. The total integration footprint is intentionally small — we don't maintain bespoke per-buyer transport, ever. Standards-based interop is the only scalable architecture in programmatic DOOH.