SupplySidePlatform

A supply-side platform (SSP) is a technology platform that helps publishers manage, sell, and optimize their digital advertising inventory programmatically. By connecting to demand sources such as demand-side platforms (DSPs) and ad exchanges, an SSP aims to maximize publisher yield while providing controls over pricing, format support, and inventory policies.

Functionally, an SSP aggregates available impressions from a publisher’s sites or apps and presents them to buyers through real-time auctions and other programmatic mechanisms. It offers features such as price floor management, deal customization, and optimization rules to improve revenue. SSPs support direct sales channels like private marketplaces (PMPs) and programmatic direct deals in addition to open auctions.

In operation, the SSP routes bids from multiple demand partners, evaluates each impression against criteria such as format, size, location, device, and targeting signals, and selects the winning bid. Techniques like header bidding may be used to increase competition among demand sources before the final ad call is resolved by the ad server.

Business models and ecosystem considerations include revenue-sharing arrangements with publishers, and differentiation through optimization algorithms, integrations, supported ad formats, and privacy and safety features. SSPs connect with ad exchanges and DSPs, forming a core part of the programmatic advertising stack alongside publishers, demand partners, and measurement providers.

Privacy and compliance are ongoing considerations, with SSPs implementing controls for data sharing, consent management, and brand safety to comply with regulations such as GDPR and CCPA.