What is a supply-side platform?
A supply-side platform (SSP) is a specialized system within digital advertising that helps publishers manage and sell their ad inventory across multiple demand sources – such as multiple ad exchanges, ad networks, and demand-side platforms (DSPs) – making automated selling of ad spaces easier through real-time bidding. By optimizing yield and increasing competition among advertisers, SSPs help publishers maximize their revenue. They also provide tools for managing ad placements and monitoring performance through analytics. This integration ensures the right ads reach the right audiences, making digital ad campaigns more effective.
What is the difference between a supply-side platform and a demand-side platform?
While publishers primarily use a supply-side platform to manage and sell their ad inventory, advertisers or media buyers use a DSP to purchase digital ad spaces in real time. DSPs help advertisers manage multiple ad exchanges and data exchange accounts through one interface.
While SSPs focus on maximizing the value of publishers’ ad inventory, DSPs manage and optimize media buying for advertisers. SSPs provide publishers with tools for yield optimization so their ad spaces are sold at the best possible price. DSPs, in contrast, use sophisticated algorithms and audience data to target ads so advertisers reach their desired audience efficiently.
For example, a publisher would use an SSP to make their ad inventory available to various ad exchanges. In contrast, an advertiser would use a DSP to bid on ad impressions across those exchanges. This interaction between SSPs and DSPs creates a dynamic marketplace where ad inventory is bought and sold programmatically.
Ready to dive deeper into the architecture of demand-side platforms and understand the technicalities of real-time bidding? Discover more in our detailed white paper: Ad Tech high-level reference architecture: Demand-side platform.
How do supply-side platforms work?
In addition to making auctions easier, SSPs provide tools for ensuring brand safety so publishers can control which types of ads appear on their sites. This includes setting floor prices, which are minimum acceptable bids for ad placements. SSPs also offer reporting and analytics so publishers can refine their strategies based on performance data.
How do supply-side platforms fit into the programmatic advertising ecosystem?
The programmatic advertising ecosystem is based on real-time bidding (RTB), and both SSPs and DSPs are complementary components of it. Supply path optimization means looking for ways buyers can purchase ad space directly from publishers rather than through intermediaries that could cost more. It plays an important role in ensuring that ads are delivered through the most efficient and cost-effective routes. SSPs help publishers evaluate and select the most direct paths for ad delivery. This optimization is not only more transparent because buyers are dealing directly with publishers but also prioritizes high-quality demand sources.
Frequency capping is another feature SSPs offer to make advertising more effective. By limiting the number of times an ad is shown to the same user, SSPs help keep users from getting sick of it. This also means ads are strategically distributed, keeping users interested and improving campaign performance.
Discover how Criteo transformed its ad bidding capabilities with Aerospike's real-time data solutions. Dive into the full story and see how the company expanded to 250 million transactions per second while reducing hardware costs by 75%.
How do supply-side platforms affect ad pricing and inventory management?
Supply-side platforms influence ad pricing and inventory management by making RTB easier and optimizing yield. Through RTB, SSPs help publishers auction their ad inventory to the highest bidder in real time for competitive ad pricing. This means they can make more money because DSPs and advertisers bid on ad impressions based on their value.
SSPs streamline inventory management through efficient ad placement and analytics. They provide publishers with tools to manage their ad space effectively, offering insights into which placements are performing best and allowing for adjustments that optimize yield. With these analytics, publishers can make better decisions about their inventory.
What are the main components of a supply-side platform?
Ad exchange, analytics reports, ad inventory management, integrations, and header bidding are the core components of an SSP. Each plays an important role in optimizing and managing publishers' ad spaces.
Ad exchange
An ad exchange is a digital marketplace where advertising space is bought and sold in real time. SSPs use ad exchanges to connect publishers with advertisers, enabling competitive bidding for ad inventory, which can lead to higher revenue.
Analytics reports
These reports provide insights into ad performance, helping publishers understand which ad spaces perform well. Analytics cover metrics such as impressions, clicks, and revenue, offering an overview of ad inventory success and areas for improvement.
Ad inventory management
This feature lets publishers effectively manage their available ad spaces. It involves organizing and categorizing ad slots, setting floor prices, and making sure as many ad spaces as possible are sold. Efficiently managing inventory means publishers make more money.
Integrations
SSPs integrate with DSPs, ad networks, and other third-party services to expand the potential audience advertisers can target and sell ads more effectively and efficiently. These integrations ensure that publishers have access to many demand sources, increasing competition and revenue opportunities.
Header bidding
This programmatic technique lets multiple demand sources, including DSPs, bid on ad inventory simultaneously before the ad server makes a call. It increases competition among advertisers, potentially leading to better ad rates for publishers. Header bidding has become an essential component of SSPs, providing publishers with a more lucrative and transparent bidding process without hidden prioritization or fees.
These features help SSPs make more money, improve ad performance visibility, and streamline the integration with multiple ad networks and platforms.
What advantages do supply-side platforms provide to publishers?
Ultimately, SSPs help publishers make more money from their ad inventory. These platforms provide access to multiple ad exchanges and demand sources, increasing competition for ad space and potentially enhancing revenue. By offering real-time bidding, SSPs make the most of each impression, so publishers get the best price for their inventory.
SSPs also streamline ad operations through robust inventory management and analytics. Publishers gain insights into ad performance to make better decisions and adjustments to make more money. Features such as header bidding make even more money because multiple demand sources can bid on the same inventory simultaneously, preventing lost opportunities.
Finally, SSPs watch for brand safety and compliance with industry standards, reducing the risk of inappropriate ads appearing on publisher sites. SSPs also integrate with other AdTech solutions, which works even better for publishers.
What is a supply-side platform?
A supply-side platform (SSP) is a specialized system within digital advertising that helps publishers manage and sell their ad inventory across multiple demand sources – such as multiple ad exchanges, ad networks, and demand-side platforms (DSPs) – making automated selling of ad spaces easier through real-time bidding. By optimizing yield and increasing competition among advertisers, SSPs help publishers maximize their revenue. They also provide tools for managing ad placements and monitoring performance through analytics. This integration ensures the right ads reach the right audiences, making digital ad campaigns more effective.
What is the difference between a supply-side platform and a demand-side platform?
While publishers primarily use a supply-side platform to manage and sell their ad inventory, advertisers or media buyers use a DSP to purchase digital ad spaces in real time. DSPs help advertisers manage multiple ad exchanges and data exchange accounts through one interface.
While SSPs focus on maximizing the value of publishers’ ad inventory, DSPs manage and optimize media buying for advertisers. SSPs provide publishers with tools for yield optimization so their ad spaces are sold at the best possible price. DSPs, in contrast, use sophisticated algorithms and audience data to target ads so advertisers reach their desired audience efficiently.
For example, a publisher would use an SSP to make their ad inventory available to various ad exchanges. In contrast, an advertiser would use a DSP to bid on ad impressions across those exchanges. This interaction between SSPs and DSPs creates a dynamic marketplace where ad inventory is bought and sold programmatically.
Ready to dive deeper into the architecture of demand-side platforms and understand the technicalities of real-time bidding? Discover more in our detailed white paper: Ad Tech high-level reference architecture: Demand-side platform.
How do supply-side platforms work?
In addition to making auctions easier, SSPs provide tools for ensuring brand safety so publishers can control which types of ads appear on their sites. This includes setting floor prices, which are minimum acceptable bids for ad placements. SSPs also offer reporting and analytics so publishers can refine their strategies based on performance data.
How do supply-side platforms fit into the programmatic advertising ecosystem?
The programmatic advertising ecosystem is based on real-time bidding (RTB), and both SSPs and DSPs are complementary components of it. Supply path optimization means looking for ways buyers can purchase ad space directly from publishers rather than through intermediaries that could cost more. It plays an important role in ensuring that ads are delivered through the most efficient and cost-effective routes. SSPs help publishers evaluate and select the most direct paths for ad delivery. This optimization is not only more transparent because buyers are dealing directly with publishers but also prioritizes high-quality demand sources.
Frequency capping is another feature SSPs offer to make advertising more effective. By limiting the number of times an ad is shown to the same user, SSPs help keep users from getting sick of it. This also means ads are strategically distributed, keeping users interested and improving campaign performance.
Discover how Criteo transformed its ad bidding capabilities with Aerospike's real-time data solutions. Dive into the full story and see how the company expanded to 250 million transactions per second while reducing hardware costs by 75%.
How do supply-side platforms affect ad pricing and inventory management?
Supply-side platforms influence ad pricing and inventory management by making RTB easier and optimizing yield. Through RTB, SSPs help publishers auction their ad inventory to the highest bidder in real time for competitive ad pricing. This means they can make more money because DSPs and advertisers bid on ad impressions based on their value.
SSPs streamline inventory management through efficient ad placement and analytics. They provide publishers with tools to manage their ad space effectively, offering insights into which placements are performing best and allowing for adjustments that optimize yield. With these analytics, publishers can make better decisions about their inventory.
What are the main components of a supply-side platform?
Ad exchange, analytics reports, ad inventory management, integrations, and header bidding are the core components of an SSP. Each plays an important role in optimizing and managing publishers' ad spaces.
Ad exchange
An ad exchange is a digital marketplace where advertising space is bought and sold in real time. SSPs use ad exchanges to connect publishers with advertisers, enabling competitive bidding for ad inventory, which can lead to higher revenue.
Analytics reports
These reports provide insights into ad performance, helping publishers understand which ad spaces perform well. Analytics cover metrics such as impressions, clicks, and revenue, offering an overview of ad inventory success and areas for improvement.
Ad inventory management
This feature lets publishers effectively manage their available ad spaces. It involves organizing and categorizing ad slots, setting floor prices, and making sure as many ad spaces as possible are sold. Efficiently managing inventory means publishers make more money.
Integrations
SSPs integrate with DSPs, ad networks, and other third-party services to expand the potential audience advertisers can target and sell ads more effectively and efficiently. These integrations ensure that publishers have access to many demand sources, increasing competition and revenue opportunities.
Header bidding
This programmatic technique lets multiple demand sources, including DSPs, bid on ad inventory simultaneously before the ad server makes a call. It increases competition among advertisers, potentially leading to better ad rates for publishers. Header bidding has become an essential component of SSPs, providing publishers with a more lucrative and transparent bidding process without hidden prioritization or fees.
These features help SSPs make more money, improve ad performance visibility, and streamline the integration with multiple ad networks and platforms.
What advantages do supply-side platforms provide to publishers?
Ultimately, SSPs help publishers make more money from their ad inventory. These platforms provide access to multiple ad exchanges and demand sources, increasing competition for ad space and potentially enhancing revenue. By offering real-time bidding, SSPs make the most of each impression, so publishers get the best price for their inventory.
SSPs also streamline ad operations through robust inventory management and analytics. Publishers gain insights into ad performance to make better decisions and adjustments to make more money. Features such as header bidding make even more money because multiple demand sources can bid on the same inventory simultaneously, preventing lost opportunities.
Finally, SSPs watch for brand safety and compliance with industry standards, reducing the risk of inappropriate ads appearing on publisher sites. SSPs also integrate with other AdTech solutions, which works even better for publishers.