SSP

Supply-Side Platform

A software platform used by publishers and digital media owners to automate and efficiently manage, sell, and optimize their ad inventory across multiple ad exchanges, ad networks, and demand-side platforms (DSPs). Key features and functions of an SSP include:

• Demand aggregation: SSPs connect publishers with multiple demand sources, including DSPs, ad networks, and direct buyers, to increase competition for their ad inventory and drive higher revenue.
• Inventory management: SSPs allow publishers to manage their ad inventory, including different ad formats (display, video, native) and ad placements across their websites and apps.
• Real-time bidding (RTB): SSPs facilitate RTB by sending bid requests to DSPs and other demand sources, conducting real-time auctions, and selecting the winning bids.
• Reporting and analytics: SSPs provide publishers with detailed reporting and analytics on their ad inventory performance, revenue, and buyer insights, enabling data-driven decision-making.
• Yield optimization: SSPs help publishers maximize their ad revenue by automatically allocating ad inventory to the highest-paying buyers through real-time auctions and by setting floor prices to ensure a minimum revenue per impression.

SSPs are a crucial component of the programmatic advertising ecosystem, working in conjunction with DSPs and ad exchanges to facilitate the buying and selling of digital ad inventory in real-time, while helping publishers optimize their ad revenue and manage their ad inventory more effectively.

• Abbreviation: SSP
• Source: What is a Supply-Side Platform?