SSP means a supply-side platform, an advertising technology solution for publishers to monetize traffic from their site, app, game, or any other digital platform. A supply-side platform is a gateway into the programmatic ecosystem that enables automatic auctions for the ad inventory and connects publishers to multiple ad exchanges, demand-side platforms (DSPs), and networks at once.
The SSP’s main goal is to optimize yield for publishers and ensure the most profitable placements with timely reporting and analytics.
Why do Publishers Need an SSP?
Frequently regarded as sell-side platforms, SSP is a critical piece of the programmatic ecosystem that enables publishers to auction off their audience’s impressions. Supply side platform connects publishers with multiple potential buyers and offers ad placements for bidding. The functionality of the SSP goes beyond its definition and offers a whole range of services for publishers and app developers.
Supply-side platform offers publishers a dashboard for ad inventory management and campaign supervision. It is a complete interface that allows to assess the campaign details in real-time, change the format of ad spaces, and control cost per thousand impressions or CPM.
Instead of juggling multiple advertising arrangements, SSP grants publishers a platform to work with multiple campaigns and several demand partners in one place. SSP seamlessly integrates with agency trade desks, demand-side platforms, ad networks, and even data exchanges.