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Advertising Platforms & Infrastructure
3 min read
A supply-side platform, or SSP, is the software publishers use to offer their ad inventory to programmatic buyers and maximise what each impression earns. If a DSP is the buyer’s cockpit, the SSP is the seller’s — connecting inventory to demand across many exchanges.
List the inventory. Publishers make impressions available through it.
Connect to demand. The SSP plugs into exchanges and DSPs.
Run the auction. Bids compete for each impression.
Maximise yield. It takes the best price for the publisher.
Demand access. One connection to many buyers.
Yield tools. Floors and rules to protect value.
Controls. Blocking unwanted ads and buyers.
Reporting. Visibility into what inventory earns.
Revenue. It lifts what publishers earn per impression.
Efficiency. It automates selling across many buyers.
Control. Publishers set floors and safety rules.
Fees. Each layer takes a share of revenue.
Transparency. The path from buyer to publisher can be opaque.
Quality demands. Buyers expect safe, viewable inventory.
Complexity. Managing yield across sources is hard.
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