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A Supply Side Platform (SSP) is a technology platform that enables digital publishers and media owners to manage, sell, and optimize their available inventory (ad spaces) programmatically to a variety of potential buyers, maximizing ad revenue in real-time bidding environments.
- Table of Contents
- What Is A Supply-Side Platform?
- Why Do You Need A Supply-Side Platform?
- The 4 Key Features of Supply-Side Platforms
- The Benefits of Using Supply-Side Platforms
- The 4 Top Supply-Side Platforms
- What Is The Future of Supply-Side Platforms?
A supply-side platform (also known as a sell-side platform) is a type of advertising technology (adtech)Opens a new window that helps publishers optimize their ad inventory. An SSP is a tool or software that holds publisher’s ad space information and enables them to sell various ad types, including display, video, native, digital-out-of-home (DOOH)...
A supply-side platform performs a critical function for digital advertisers and publishers. Without it, publishers would be limited to a small set of advertisers as it isn’t possible to evaluate so many bids without automation. Plus, there are other challenges of not using an SSP: From the introduction of real-time bidding in the late 2000s to the ...
The ad exchange is a highly fluctuating space, with parameters such as audience views, ad space demand, engagement levels, and so on, constantly changing. This makes it critical to be aware of what a supply-side platform is and how it selects an ad to be displayed on a specific ad inventory. Essentially, the process depends on the following feature...
The above list of supply-side platform features also imply the many benefits to publishers. Let’s look at the advantages of an SSP in detail:
While the definition of supply-side platforms may be extremely clear and specific, most providers have a wider service portfolio spanning SSPs as well as ad exchanges and reporting facilities. This allows for easier integration and ready access to an expansive demand-side network. Here is a quick checklist of the best supply-side platforms you coul...
We expect existing SSP software to be heavily impacted by next-gen technologies including AI and Blockchain. This will also bring in more efficient capabilities like header bidding, expanding ad reach like never before. The future of SSP will be shaped by the four following trends: Despite being around for over a decade now, supply-side platforms c...
People also ask
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Jan 21, 2021 · This article will introduce demand-side platforms (DSPs) and supply-side platforms (SSPs), explore how they fit into the advertising supply chain, and discuss how they differ from platforms like mobile ad networks.
A supply-side platform, also called a sell-side platform or SSP, is technology used to help facilitate the selling of ad space on websites and apps based on impressions. It is a core part of the ad tech ecosystem, alongside demand-side platforms, agency trading desks, ad servers, and ad networks.
- Amazon Ads
- What is a supply side platform?A supply-side platform (SSP) is programmatic software for publishers to facilitate sales of their advertising impressions. By connecting publishers...
- What is the difference between a supply side platform and a demand side platform?A demand-side platform (DSP) is programmatic software for advertisers. A DSP helps facilitate media buying from numerous publishers through SSPs,...
- How do SSPs work?Supply-side platforms connect publishers to multiple demand sources at the same time in a programmatic marketplace. SSPs provide the technology and...
- Does Amazon have an SSP?Yes, Amazon DSP has access to third-party publishers’ inventory via Amazon Publisher Services (APS) . Through APS, Amazon offers advertisers buy...
- How do SSPs fit into the programmatic advertising ecosystem?An SSP is an integral part of the programmatic advertising ecosystem, and is an important tool to help facilitate the buying and selling of digital...
- Real-time bidding transactionsReal-Time Bidding (RTB) is a way to buy ads programmatically. With RTB, advertisers can participate in an auction when an impression becomes avail...
- Supply path optimizationSSPs help publishers find the right demand sources to work with, based on factors like latency, unique demand, bid rates, and ad space availability.
- Frequency cappingFrequency capping allows advertisers to limit the number of times an ad is shown to customers in a set period of time.
- What are the main components of an SSP?An SSP provides a number of important functions in the buying and selling of programmatic advertising. Here are some of the key features of the sup...
A supply-side platform (SSP), or sell-side platform, is an advertising technology platform used to coordinate and manage the supply and distribution of ad inventories. SSPs help digital media owners and publishers sell ad space.
Mar 1, 2022 · Let’s look at some tips for advertisers navigating an uncertain supply chain. Be Transparent With Consumers. The first step in effectively navigating supply chain deficiencies is to create ...
Dec 20, 2021 · A supply side platform is designed to improve advertising efficiency and streamline the process of the supply and distribution of advertising inventories. SSPs make it easier for publishers and digital media owners to sell advertising space in automated auctions.
