(SSP) What is a Supply Side Platform?
What is a Supply Side Platform (or SSP)?
The Supply Side Platform (SSP) helps website or app owners sell digital ads in automated auctions.
It is a technology platform for coordinating and managing the procurement and distribution of advertising inventories.
The goal of SSPs is to efficiently improve revenue optimization of ad space inventory on websites and mobile apps to minimize unfilled ad inventory and maximize their revenue.
To define what an SSP is, it is necessary to understand how ad technology, ad exchanges and platforms play a role in helping an advertiser from a demand-side (DSP) platform to complete ad fill rates on the publisher's website.
How Does a Supply Side Platform Work?
The functionality of these platforms has expanded over the years. In general, publishers can create and manage ad codes through the platform.
However, due to large audiences and the increasing number of advertisers competing for the same ad space, manual placement is no longer efficient.
Now, supply-side platforms (SSPs) work with similar technology and demand-side platforms (DSPs) to evaluate advertisers, stock advertisers' total inventory, determine the bid range for each ad impression, and then make best match recommendations for each ad unit.
The supply-side platform can make inventory more effectively saleable directly to buyers or through ad exchanges, demand-side platforms (DSPs) and agencies.
SSPs can send available ad impressions to as many potential buyers as possible. The main goal is to sell the entire inventory at the best price.
The SSP automatically performs the requirements matching the right offer with the right inventory and finally sends a request to the ad server.
What is the Difference Between DSP and SSP?
As mentioned above, a supply-side platform (SSP) is a technology platform that connects directly to digital broadcasters.
DSP refers to a demand-side platform. It allows advertisers to manage multiple ad buys through a single interface.
Advertisers usually use ad exchanges, agencies or publishers directly.
The main difference is that SSPs are used by internet publishers, while DSPs are used by advertisers. When DSPs are integrated with other SSPs, publishers' ad inventories are easily ready for programmatic sales.
How SSPs Help Publishers
The supply-side platform helps multiple advertisers on various ad exchanges and demand-side platforms (DSPs) open your ad inventory to the programmatic world to bid on your inventory.
It helps you connect with more advertisers and manage the complexity of working with multiple ad networks or ad exchanges at the same time.
Also, a good sourcing platform makes your inventory available to a wide range of buyers in the market for maximum price.
After all, a publisher's ultimate goal is to sell all of its ad inventory at the highest price.
Working with a high-quality demand-side platform guarantees a win-win for your site, as multiple high-quality demand sources ensure that inventory is sold at the highest price.
At Adhouse, you can maximize your website or app's ad revenues by joining our network of multiple demand-side platforms now.