Consolidating multiple traffic sources

So I’m curious how others handle this. We’ve got a mix of web traffic, a couple of mobile apps and a small CTV experiment, and right now each channel is monetized almost like a separate planet with its own tags, partners and reports. It’s getting harder to compare performance or run unified campaigns across everything. Have any of you actually pulled all that into one monetization system, or is it easier to keep each source on its own stack and just live with the chaos?

In our case we eventually decided we needed something closer to a proper programmatic SSP rather than a bunch of disconnected setups. Once we started unifying web, in-app and CTV, we realized we needed a single place to manage demand sources, floor prices and reporting. We ended up looking at teams that build custom SSP-style platforms, and https://geomotiv.com/industries/adtech/ssp/ came up in that context because they focus on tailoring the logic and integrations to your specific mix of channels. It’s still real development work with planning and iteration, but having one brain for all inventory made it much easier to see where money actually comes from and where we’re just burning impressions.

From the sidelines it’s always funny to see how many projects slowly grow into a patchwork of tools: one dashboard for mobile, another for web, some homegrown spreadsheet for CTV, plus a couple of random scripts nobody wants to touch. At some point people spend more time syncing numbers between systems than actually improving the product. Feels like the real challenge isn’t finding yet another platform, but deciding what you’re ready to consolidate and what can safely stay “good enough” for a while.