Supply Side Platform (SSP)

A Supply Side Platform (SSP) is a technological platform that helps publishers automate and maximize the sale of their advertising space. It is a key component of programmatic advertising and allows website operators to sell their ad inventory to advertisers through real-time automated auctions (Real-Time Bidding, RTB).

1. Connection of Ad Inventory
   • Publishers integrate their website or app with an SSP and make their advertising spaces available for sale.
2. Automatic Auction & Demand Management
   • The SSP connects with Demand Side Platforms (DSPs), where advertisers place bids on the ad space.
   • The inventory is sent in real-time to multiple DSPs, ad exchanges, and ad networks.
3. Ad Price Optimization
   • The SSP automatically selects the highest bid that meets the publisher’s requirements.
   • Publishers can set minimum prices (floor prices) and block unwanted ads.

• Higher Advertising Revenue: Through competition between advertisers.
• Automated Monetization: No manual sales processes required.
• Targeted Advertising: Based on user data and context.
• Full Control: Over minimum prices, advertising partners, and ad quality.
• Access to Multiple Ad Networks: For maximum reach.

• Google Ad Manager (formerly DoubleClick for Publishers)
• Xandr (formerly AppNexus)
• Magnite
• PubMatic
• OpenX

An SSP helps publishers efficiently monetize their ad space and maximize revenue from their inventory. In combination with DSPs and ad exchanges, it enables efficient and automated digital advertising transactions in real-time.