The Supply Side Platform, also known as SSP, is a technological platform.
It allows advertising agencies and publishers to sell their advertising space in real-time, also known as ad inventory.
Furthermore, it enables the management of one's own advertising inventory and filling it with ads optimizing the sale of their online multimedia space.
Unlike ad networks that directly address advertisers, SSPs provide services to publishers, namely: websites or apps.
How SSP Works
To facilitate the buying and selling of advertising spaces, this platform has been introduced.
The SSPs operate with a “waterfall” or cascade model.
In practice, the platform checks all the bids, until it finds the best one.
The SSP is a multifunctional platform that is used:
- With a mobile app that has an advertising space contested by more than one advertiser;
- If the SSP manages to connect with the app, it communicates with the ad exchange (a platform that facilitates real-time buying and selling of inventories from advertising networks) which in turn informs it that the space is available at a certain price;
- Afterwards, the ad exchange sends a message to the various digital signal processors (DSP).
This process takes only a few seconds, allowing the publisher to effectively monetize their ad space.
Components of an SSP
The SSP platform has various features and components, namely:
- Backend and infrastructure : processes that increase the ability to sell advertising space;
- Integrations : SSPs can integrate with other platforms to facilitate both the sale of advertising space and the maximization of profits;
- Ad Exchange : involves the functionality of ad exchange, allowing publishers to reach advertisers directly without having to connect with external ads;
- Tracker : collect data on the website and on the target;
- Database: receives data from the tracker and offers publishers more transparency on campaign performance.
Technology platforms are gaining a lot of traction in the advertising world quickly because it allows for the optimization of the buying and selling process on both mobile and desktop.
Most famous SSPs
There are several vendors of these platforms, the most important are:
Before the invention of this platform, advertisers manually bought ad impressions using human interaction, but as advertising spaces became too numerous, it was difficult to control and study them one by one.
So the supply side platform was a real revelation.
You can do it too, you just need a lot of commitment and an excellent marketing and sales platform.
Free trial for 30 days. No credit card required.
