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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. Register to advertise.
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- A supply-side platform (SSP) is programmatic software for publishers to facilitate sales of their advertising impressions. By connecting publishers...
- A demand-side platform (DSP) is programmatic software for advertisers. A DSP helps facilitate media buying from numerous publishers through SSPs,...
- Supply-side platforms connect publishers to multiple demand sources at the same time in a programmatic marketplace. SSPs provide the technology and...
- Yes, Amazon DSP has access to third-party publishers’ inventory via Amazon Publisher Services (APS) . Through APS, Amazon offers advertisers buy...
- 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 (RTB) is a way to buy ads programmatically. With RTB, advertisers can participate in an auction when an impression becomes avail...
- SSPs help publishers find the right demand sources to work with, based on factors like latency, unique demand, bid rates, and ad space availability.
- Frequency capping allows advertisers to limit the number of times an ad is shown to customers in a set period of time.
- 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...
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- DSP vs SSP
- Understanding Other Platforms on The Supply Chain
- Best Practices For Managing Dsps and Ssps
- How Moloco Brings The Advertising Supply Chain to You
DSPs and SSPsare crucial components of the real-time bidding processes driving modern programmatic advertising. These software platforms let advertisers and publishers interact with Real Time Bidding (RTB) ecosystems while maintaining a high degree of control over inventory.
DSPs and SSPs can allow publishers and advertisers to manage inventory deals directly, but they are individual nodes on a larger supply chain. Other companies and platforms act as intermediaries to ensure a fair and competitive programmatic environment. While publishers and advertisers rarely interact with these platforms outside of real-time biddi...
Learn about available inventory
Advertisers and publishers must remember that not all DSPs and SSPs manage access for the same types of ad inventory. When searching for a platform, be sure to consider which ones support mobile devices and desktops, in-app and mobile web, or the overall global reach. Formats can be a factor here for advertisers as well. While most platforms will handle static images, not all will handle formats that resonate with your target audience. If you need video, rich media, full-screen interstitials,...
Verify your DSP’s targeting capabilities
For ad impressions to reach the right users, advertisers need to know their platform will effectively target their audience. Find out how a DSP obtains user data — particularly whether it is first or third-party. Make sure to consider the specific identifiers available, such as device type, operating system, and geographic location, among others. When first starting with a DSP, it’s usually a good idea to open your creative to as many publishers as possible. Following this practice lets you s...
Look for brand protection features
DSPs and SSPs primarily operate through automatic processes, which poses risks. The ideal platform should have measures to address and counter ad fraud before ad spend is lost. Advertisers and publishers also need to keep contextual brand safety in mind, such as whether deployed ads or host apps are brand safe. Support for blacklists and whitelists are a must to address such concerns. Finally, don’t overlook data privacy. With so many parties involved in the supply chain, user data can be com...
Choosing the right platform makes a huge difference to advertisers and publishers, and we want to ensure you make the right one. The Moloco platform uses proprietary machine learning technology to drive user acquisition, mobile retargeting, and programmatic advertising campaigns that maximize your ROI. Moloco's successful track record speaks for it...
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Nov 3, 2023 · Published: November 03, 2023. There's a reason why Google's advertising revenue stood at a staggering $224.47 billion in 2022 or why Meta generated over $113 billion in ads. Millions of businesses worldwide invest billions in paid ads each year to put themselves in front of as many people as possible. And they're doing it because online ...
