{"page":"/blog/demand-path-optimization","modified":"2026-11-10","license":"https://creativecommons.org/licenses/by/4.0/","columns":["Path type","How buyers see it","Extra hops","Main risk","What to check"],"rows":[["SSP, direct account","ads.txt DIRECT; sellers.json seller_type PUBLISHER; one schain node","0","Low","Unique bids per auction"],["SSP through a reseller","ads.txt RESELLER; sellers.json INTERMEDIARY; two or more nodes","1 or more","Fee stacking, buyer blocklists","Whether the reseller adds buyers you lack"],["Same SSP twice (client and server)","Two requests with the same source.tid or none","0, but duplicated","Self-competition, wasted QPS","Deduplication and win overlap"],["Curated or private marketplace deal","DIRECT or RESELLER, plus a deal ID","0 to 1","Curator fee on top of SSP fee","Net price after all fees"],["Direct DSP connection","Publisher-declared path into one DSP","0","Dependence on one buyer","Fee versus the SSP path it replaces"]],"sourceUrls":[[],[],[],[],[]]}