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The DSP category dominated this week's activity with nine entity changes, though much of this reflected database enrichment rather than market-moving news. The Trade Desk received multiple metadata updates, while Simplifi by Mediaocean and Emodo also saw changes recorded. This administrative activity underscores the category's maturity and the ongoing need for precise classification as DSPs expand capabilities across CTV, retail media, and privacy-compliant targeting. The sector continues to consolidate technical infrastructure as buyers demand unified platforms that can navigate the post-cookie landscape while delivering cross-channel reach and measurement.