What is a Supply Side Platform (SSP)?
A supply-side platform (SSP) is an advertising technology platform used by publishers to automate the sale of digital advertising inventory. It is responsible for connecting publishers with multiple demand sources, including ad exchanges, demand-side platforms (DSPs) and ad networks.
The main purpose of SSP is to help publishers connect their inventory to a larger pool of buyers, increasing competitive opportunities and thereby increasing advertising revenue.
The process of selling advertising inventory list of brazil whatsapp phone numbers through an SSP involves several steps:
Publishers expose their advertising inventory on SSP.
When a user visits a publisher's website, ad requests are sent to multiple ad exchanges or directly to a DSP.
With real-time bidding (RTB), different DSPs bid for available impressions.
The SSP passes the ad with the highest bid back to the website and displays it to the user.
The entire process is completed within milliseconds, ensuring a smooth user experience while maximizing revenue potential for publishers.
Real-time bidding (RTB) and supply-side platform (SSP)
Real-time bidding is an important part of programmatic advertising and works closely with SSP. RTB is an automated digital auction process in which advertisers bid for ad space on a cost-per-thousand-impressions (CPM) basis. When a user visits a website, the SSP triggers an auction, allowing ad buyers to bid instantly, and the highest bidder's ad will be displayed to the user, ensuring publishers get the highest price for their inventory and advertisers can effectively reach their target audience.
Key Functions of a Supply Side Platform (SSP)
SSP offers a variety of features to help publishers optimize their ad inventory:
Ad inventory management : SSPs provide management tools that allow publishers to set prices and target specific audiences.
Instant Analytics : Comprehensive reporting and analytics capabilities give publishers insights into ad inventory performance.
Revenue Optimization : SSP uses high-level algorithms to predict which demand sources will bring the highest benefits.
Brand safety controls : Publishers can set guidelines to block certain types of ads or advertisers.
Integrate multiple demand sources : SSPs connect publishers to different ad exchanges, DSPs, and ad networks to increase competitive opportunities.
How does a Supply Side Platform (SSP) work?
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