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What is a Supply Side Platform (SSP)? | Publift

Advertisers are increasingly using DSPs và exchanges béo purchase their trực tuyến advertising, but what about publishers ? What are supply-side platforms ( seo tổng thể tại hà nội
s ) actually for ? And why are SSPs commonly referred Khủng as yield-optimization platforms ?Let’s take a closer look & find out .‍

Table of content:

• What Are Supply-Side Platforms ( SSPs ) ?• How Do Supply-Side Platforms Support the Ad Selling Process ?• What Are the Main Features of an SSP ?• How Does A Supply-Side Platform ( SSP ) Work ?• What Is the Difference Between an SSP and DSP ?• How Do SSPs Help Publishers ?• What Are the Main SSP Companies in the Programmatic Ecosystem ?‍

What Are Supply-Side Platforms (SSPs)?

What Are Supply-Side Platforms (SSPs)?A supply-side platform ( SSP ), or sell-side platform, is an advertising công nghệ ( adtech ) platform used lớn coordinate & manage the supply & distribution of ad inventories. SSPs help digital truyền thông owners và publishers sell ad space .SSPs are a key part of the real-time bidding ( RTB ) process within programmatic advertising, enabling publishers lớn optimize yield by simultaneously connecting their inventory lớn multiple ad exchanges & demand-side platforms ( DSPs ) .

By opening up impressions to as many potential buyers as possible, the publisher’s site can maximize the revenue they receive for their inventory. For this reason, SSPs are sometimes referred to as yield-optimization platforms.

‍How Do Supply-Side Platforms Support the Ad Selling Process?

SSPs play a key role in RTB truyền thông transactions. There are a number of processes và requirements SSPs handle, including :

  • Real-time bidding transactions. SSPs sell a publisher’s ad space to DSPs in an automated fashion via an ad exchange.
  • Ad-network optimization. Since SSPs sell individual ad impressions, they provide publishers with more control over their inventory. Publishers can see who is paying for their inventory on the impression level and optimize their ad requests accordingly.
  • Frequency capping. SSPs and DSPs work together to run frequency capping, which is the process of recording the number of times a specific visitor is shown a particular advertisement and then limiting the number of times that visitor sees that ad.
  • Relevancy. With an SSP, the publisher can make sure that only relevant ad networks are considered for their available ad space.

What Are the Main Features of an SSP?

  • User interface – allows publishers to leverage the SSP to their advantage as they sell impressions.
  • Analytics and reporting – enables publishers to get full transparency about the performance of their ad inventory, including fill rates, clicks, and impressions.
  • Header bidding – most SSPs incorporate header bidding functionality, allowing publishers to obtain bids from multiple DSPs, and manage their header bidding wrappers and demand partners.
  • Yield optimization – aims to increase revenue for publishers by improving fill rates, setting floor prices, and managing auction mechanics.
  • Inventory and campaign management – allows publishers to manage different types of ad inventory and block certain types of ads.

How Does A Supply-Side Platform (SSP) Work?

How does a supply side platform (SSP) work?Traditionally, publishers worked with human sales teams & truyền thông buyers béo manually assign ads Khủng spaces. However, owing lớn large audiences và the rising number of digital marketers all competing for the same ad space, manual placement is no longer efficient .Now, SSPs utilize programmatic advertising công nghệ bự pair with demand-side platforms ( DSPs ) mập evaluate advertisers, take stock of publishers ’ total inventory, mix the bidding range, và then make recommendations for the best match for each space .SSPs allow publishers béo filter digital ads by the advertiser, ad định hình, target audience, và other criteria, as well as phối different rates for ad spaces .The process takes place in multiple micro-transactions across the digital advertising supply chain. The SSP can make the inventory available phệ buyers directly or via ad exchanges, DSPs, & agencies .Once agreed upon, a px code is placed on a publisher’s page bự track audience dữ liệu và người truy cập behavior. The code delivers anonymous dữ liệu about visitors và the actions that they take. It is programmed mập maximize the value that publishers receive from an impression of an ad .

What Is the Difference Between an SSP and DSP?

The difference between supply side platforms (SSP) and demand side platforms (DSP)As mentioned above, the supply-side platform ( SSP ) is an adtech platform used by publishers lớn kết nối their inventory béo ad exchanges. An SSP allows publishers phệ filter ads by the advertiser & other criteria, as well as phối different rates for ad spaces lớn define the cost .DSP refers lớn the demand-side platform. It allows the buyers of digital ad inventories béo manage multiple ad exchanges via one interface .The buyers commonly include trading desks, agencies, or advertisers directly. The DSP must plug into an SSP bự enable the buyer Khủng bid on digital inventory .Simply put, a DSP và an SSP kết nối lớn different parts of the programmatic ecosystem. A DSP is a công cụ used by advertisers lớn help organize ad-buying, whereas an SSP is used by publishers mập automate the marketing of advertising space, which is the supply-side of the demand-side platform .

How Do SSPs Help Publishers?

Supply-side platforms ( SSPs ) help open advertising inventory for bidding bự multiple ad buyers on various ad exchanges và networks & demand-side platforms ( DSPs ) .SSPs help establish a connection with a larger number of advertisers và manage the complexity of working with multiple ad networks or ad exchanges at once .

Additionally, a good supply platform should be making your inventory available to a wide variety of buyers in the market for the maximum price.

Your daily goal would be mập sell all your inventories for the highest price .Working with a high-quality supply-side platform guarantees a thắng for your business because multiple high-quality demand sources ensure inventory is sold at the highest price .

For publishers, the main advantages of SSPs include:

Granular Reporting

Reporting và dữ liệu analysis is extremely important for a successful business bự understand what is working well, và what is not .To maximize profits, you need béo know how much you are earning from your inventory và its value .A good platform will provide you with an in-depth reporting system. This will help you make the right decision on how best lớn sell your inventory or how lớn optimize your yield .

Dynamic Price Floor

An exceptional SSP should give you the ability béo mix soft & hard price floors at a minimum CPM. This flexibility will allow you phệ maximize your revenue .

Aggregation of Multiple Networks

SSPs can kết nối mập multiple networks, ad exchanges, & DSPs, allowing more buyers phệ take part in the real-time bidding process và enabling publishers bự achieve better yield .

Simple and Transparent

The programmatic landscape is quite complex, although its purpose is lớn simplify the advertising process. A supply-side platform should be simple béo use, easy phệ integrate, và provide all dữ liệu béo analyze your performance .

Brand Safety

Since SSPs can be mix Khủng only offer inventory béo specific buyers or through certain channels, they can offer better brand safety by blocking unwanted ads from showing on your trang web .

What Are the Main SSP Companies in the Programmatic Ecosystem?

SSPs are one of the leading players in the trực tuyến advertising ecosystem và play a key role in real-time bidding ( RTB ) truyền thông transactions .They kết nối mập ad exchanges, ad networks, data-management platforms ( DMPs ), và demand-side platforms ( DSPs ) Khủng sell ad inventory on behalf of publishers, such as websites & phầm mềm owners .Thos e platforms help publishers manage the complexity & volatility of the programmatic ad-buying process, especially when managing multiple ad networks và their diverse requirements & limitations .There are many SSP companies. Choosing an SSP company might depend on the strategy, goals, budget, type of chiến dịch, & targeted audience. That said, finding the best one for your specific needs is extremely important bự help your business succeed .Throughout the years, Publift has worked with many different partners bự demo their performance & assess their value bự publishers .The SSPs that stood out bự us as the most consistent performers were Google Ad Manager or AdX, Magnite, và Pubmatic .Several attributes define a good SSP. When it’s giây phút Khủng choose which mập use, unless you are an expert, it is beneficial béo see what the professionals say. Publift offers this service bự you. However, it is helpful mập have a basic knowledge of how it works .Below are some of the best companies currently offering SSP công nghệ :

Google Ad Manager

Google Ad Manager HomepageGoogle Ad Manager ( formerly DoubleClick for Publishers ), is a comprehensive, Google-hosted ad serving platform that streamlines your ad management .

App Lovin Max

AppLovin Max HomepagePreviously known as MoPub, a Twitter company providing monetization solutions for phầm mềm publishers và developers around the globe, this điện thoại focused SSP has now merged with App Lovin Max. Including all of MoPub’s previous features, such as flexible network mediation, App Lovin Max’s mới ra features include universal creative reporting, ad Review banner tư vấn, tư vấn for native ads, & built-In GDPR consent flow


Xandr HomepagePreviously AppNexus, Xandr is an American multinational công nghệ company operating a cloud-based software platform that aims lớn enable và optimize programmatic trực tuyến advertising. They have an open, transparent marketplace & powerful enterprise công nghệ that helps marketers kết nối và engage consumers on thousands of high-quality websites và apps và CCTV .

Magnite (formerly Rubicon)

Magnite homepagePreviously known as the Rubicon project, Magnite was formed in 2020 when it merged with fellow adtech platform Telaria in mid-2020. Now one of the largest SSPs in the industry, Magnite also offers a DSP, a Private Marketplace ( PMP ) & Programmatic Guaranteed ( PG ) .


Pubmatic HomepageThe PubMatic platform empowers independent phầm mềm developers và publishers lớn control & maximize their digital advertising businesses. It enables advertisers béo drive lợi nhuận by reaching và engaging their target audiences in brand-safe, premium environments across ad formats & devices .


Publift HomepagePublift works with almost all the above companies as well as others. By having many SSPs, your business will be able phệ get insights from all the platforms bự get the best giảm giá. Publift uses Fuse béo allow the option of adding header bidding that integrates with tags. Fuse is an all-in-one programmatic advertising solution for publishers, powered by a single piece of code .‍


Are you able bự find the best SSP that ticks all the necessary boxes ? Do you know which partner lớn trust ?Publift helps digital publishers get the most out of the ads on their websites. Publift has helped its clients realize an average 55 % uplift in ad revenue since năm ngoái, through the use of cutting-edge programmatic advertising công nghệ paired with impartial và ethical guidance .Liên hệ us today Khủng learn more about how Publift can help boost your ad revenue & grow your business !

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