Supply-Side Platform
What is an SSP?
Publishers use a supply-side or sell-side platform to manage their inventory. It makes information about potential ad impressions available for publishers. In an RTB setup, SSPs are the auctioneers, and DSPs are the bidders.
What does an SSP manage in ad selling?
- Optimizing ad networks: When multiple ad networks are integrated, an SSP uses historical data to determine the ad network to use to serve impressions.
- Real-time bidding: SSPs allow publishers to sell ad space efficiently by handling real-time bidding auctions.
- Frequency capping: SSPs and DSPs together take care of frequency capping, where they make sure that a user does not see an ad too many times.
- Relevancy: SSPs ensure that only relevant ads are served on a publisher's app or website. For example, ads from a specific geolocation.
Contents
What is an SSP?
What does an SSP manage in ad selling?
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