Ad tech vendors Magnite and Pubmatic used their Q4 2022 investor calls to reassure markets that supply-side platforms (SSPs) have got some gas left in the tank. This follows rumblings of the death of SSPs, with Yahoo and EMX recently instigating mass lay-offs as they shut down their ad tech businesses. With many across the media and entertainment industry counting on advertising to reduce churn and generate additional revenue streams, one would have thought that SSPs were in line for an easy ride over the next few years. However, sell-side platforms have been fighting commoditization of their services in a slowly contracting marketplace, as publishers look to simplify their workflows by reducing the number of players they are working with.…