THE MEDIA ENCYCLOPEDIA
Supply-Side Platform
A Supply-Side Platform (SSP) is software used by publishers and media companies to manage and monetize digital advertising inventory.
What is a Supply-Side Platform (SSP)?
A Supply Side Platform (SSP) is software used by publishers and media companies to manage and monetize digital advertising inventory across digital properties, such as websites, videos, mobile apps, and more.
What are the most popular Supply-Side Platforms (SSP)?
There are many SSPs, including OpenX, The Rubicon Project, and Google Ads Manager.
Why would a business leverage a Supply- Side Platform (SSP)?
Businesses leverage SSPs if they want to sell digital advertising at scale, either directly or indirectly via ad networks. As a result, for companies whose primary business model involves online publishing, an SSP is an invaluable tool.
First, an SSP lets publishers define advertising placements on their digital properties, including websites, videos, and mobile apps.
An SSP also helps publishers manage direct sales from advertising buyers, requiring more bespoke or granular campaign setup.
For publishers who want to expand their pool of potential buyers, an SSP integrates with third party ad networks which leverage real time bidding to purchase advertising programmatically.
Finally, an SSP offers publishers with tools to analyze and define advertising inventory based on various behavioral, demographic, and geographic segments.
On the other side of the transaction, a Demand-Side Platform (DSP) offer buyers of digital advertising similar functionality.