Supply-side platform

A supply-side platform (SSP) or sell-side platform is a technology platform to enable web publishers and digital out-of-home (DOOH) media owners to manage their advertising inventory, fill it with ads, and receive revenue.[1] Many of the larger web publishers of the world use a supply-side platform to automate and optimize the selling of their online media space.[2]

A supply-side platform interfaces on the publisher side to advertising networks and exchanges, which in turn interface to demand-side platforms (DSP) on the advertiser side.[3][4]

This system allows advertisers to put online advertising and DOOH advertising before a selected target audience.[5] SSPs send potential impressions into ad exchanges, where DSPs purchase them on marketers' behalf, depending on specific targeting attributes and audience data.[6] By offering impressions to as many potential buyers as possible publishers can maximize the revenue. Therefore, SSPs are sometimes referred to as yield-optimization platforms.[7]

Often, real-time bidding (RTB) is used to complete DSP transactions.[8]

Unlike advertising networks that target buyers (advertisers), supply-side platforms provide services for publishers (website, app, and DOOH owners).[9] Supply-side platforms are often integrated into the structure of advertising and ad serving companies, as well as ad exchanges that work with both publishers (supply side) and advertisers (demand side).[10]

  1. ^ "How an ad is served with real-time bidding". Internet Advertising Bureau. Archived from the original on 2021-12-21.
  2. ^ "Programmatic bidding: Buy, buy, baby". The Economist. 2014-09-13. Retrieved 2014-10-06.
  3. ^ "Advertising Ecosystem". iab.net.
  4. ^ Ryan Joe, provided by (2014-02-07). "DSPs, SSPs, DMPs, Ad Exchanges Help Inspire New, IAB Data-Driven Ads Site Says Exec Dolan". adexchanger.com. Retrieved 2015-08-27.
  5. ^ Rob Graham (August 25, 2010). "The Rise of the Demand Side Platform". ClickZ. Retrieved 2013-11-14.
  6. ^ "U.S Firms to spend over $10 billion on third-party audience data". IAB.
  7. ^ Jack Marshall, provided by (2014-01-22). "WTF is a supply-side platform". Digiday. Retrieved 2016-07-29.
  8. ^ Nick Saint, provided by (2010-08-02). "The Rise Of Real-Time Bidding Is The Biggest Online Advertising Story Of 2010". Sfgate.com. Retrieved 2010-11-20.
  9. ^ "Advertising Ecosystem". iab.net.
  10. ^ Susan Bidel, provided by (2014-05-29). "The Forrester Wave™: Sell-Side Platforms And Exchanges For Publishers, Q2 2014". www.forrester.com. Retrieved 2015-08-27.