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SSP (Supply-side platform or Sell-side platform)

Advertising technology that enables web publishers and digital out-of-home (DOOH) media owners to manage their advertising space inventory, fill it with ads and receive revenue.

What Are Supply-Side Platforms (SSPs)?

A supply-side platform (SSP) is a powerful adtech solution that enables digital media owners and publishers to manage and distribute their ad inventories in an efficient and effective manner. Acting as a key component in the real-time bidding (RTB) process of programmatic advertising, SSPs provide publishers with the ability to optimize yield by connecting their inventory to multiple ad exchanges and demand-side platforms (DSPs) simultaneously. This allows for maximum revenue generation by exposing impressions to a wide range of potential buyers. In this context, SSPs are commonly referred to as yield-optimization platforms.

How SSPs work

The commercials that Google serves you are the consequence of a intricate and variable procedure that involves both the advertiser and the publisher. Google exploits user conduct data to match the correct ads to the correct users, all in real-time.

Supply-side platforms (SSPs) carry out a vital role in helping the relationship between publishers and advertisers. They grant publishers to gain access to a more extensive crowd of potential purchasers by forwarding accessible ad impressions to multiple sources. This raises the possibilities of vending the publisher’s stock at the highest achievable cost.

SSPs permit advertisers to purchase ad impressions across a large range of publisher sites, targeting exact users based on their online demeanor and central identifiers. This is attained through the real-time investigation of accessible impressions proffered by the publisher’s SSP. Consequently, ads are exactly placed and served to the pertinent audience.

3 Benefits of Supply-Side Platforms (SSP)?

Increased Revenue: SSPs provide publishers with the capability to link their inventory to multiple ad exchanges and DSPs simultaneously, thereby expanding the range of potential buyers. This intensifies the rivalry for ad inventory, leading to higher ad prices and improved earnings for the publisher.

Optimized Yield: SSPs empower publishers to attain maximum returns by connecting their inventory to multiple ad exchanges and DSPs to optimize yield. This offers opportunities to gain revenue through exposing impressions to a wide range of potential buyers.

Improved targeting and audience segmentation: SSPs give advertisers the ability to purchase ad impressions across a wide selection of publisher sites, targeting specific users on the basis of their online behavior and key identifiers. This leads to more appropriate ads being served to the correct audience, thereby enhancing the performance of the campaign.

Furthermore, with the use of data management platform (DMP) which is often integrated with SSPs, publishers gain access to more data and insights to segment audiences and effectively target them.

How Do SSPs Help Publishers?

Supply-side platforms (SSPs) facilitate the process of selling advertising inventory by connecting publishers to a wide range of ad buyers on various ad exchanges and networks and demand-side platforms (DSPs). They simplify the process of working with multiple ad networks or ad exchanges by establishing a connection with a larger number of advertisers.

A high-quality SSP makes the publisher’s inventory available to a wide variety of buyers in the market, which increases the chances of selling the inventory at the maximum price. The ultimate goal for a publisher is to sell all the inventory at the highest price possible.

Utilizing a reputable SSP ensures a successful outcome for the publisher, as it guarantees access to multiple high-quality demand sources, which results in selling the inventory at the highest price possible.

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