Supply-side platform
Fast track (Summarised definition)
SSPs help publishers sell advertising inventory programmatically through real-time auctions. Maximise revenue by connecting inventory to multiple demand sources while maintaining quality controls. Essential for media companies to compete effectively for advertising dollars and optimise yield through automated pricing and advanced audience targeting capabilities.
Full lap (Full definition)
A supply-side platform (SSP) enables publishers and media owners to manage, optimise, and sell their advertising inventory programmatically through real-time auctions. For media companies and publishers, SSPs represent essential infrastructure for maximising advertising revenue while maintaining control over inventory pricing and advertiser quality.
SSPs connect publisher inventory to multiple demand sources including demand-side platforms, ad networks, and direct advertisers simultaneously. Publishers benefit from increased competition for their inventory, potentially driving higher advertising rates than traditional direct sales approaches. The automated auction process ensures inventory sells at optimal prices based on real-time demand.
Inventory management features enable publishers to set floor prices, block specific advertisers or categories, and control ad placement quality. These controls help maintain editorial integrity and user experience while maximising revenue opportunities. Advanced SSPs provide detailed analytics showing performance across different demand sources and advertiser segments.
Header bidding integration allows publishers to offer inventory to multiple demand sources simultaneously before ad server calls, increasing yield potential. This technology has become particularly important for premium publishers competing with international platforms for advertiser budgets.
Data management capabilities help publishers create valuable audience segments for premium advertising opportunities. First-party data collection and analysis enable publishers to offer advertisers sophisticated targeting options while maintaining user privacy compliance under local regulations.
SSP selection requires evaluation of demand partner quality, yield optimisation capabilities, technical integration requirements, and reporting functionality. Publishers should consider revenue share structures, payment terms, and customer support quality when choosing SSP partners. Regular performance monitoring and optimisation ensure maximum revenue generation while maintaining website performance and user experience standards.