9 October 2023
Last modified: 15 March, 2022
An essential piece of adtech software, supply-side platforms (SSPs) are used by publishers to manage their ad inventory, and also offer a number of optimisation and reporting features, all via one centralised dashboard.
SSPs allow publishers to connect to multiple adtech platforms at once – they can showcase their inventory to multiple advertisers on ad networks, auction off unsold inventory programmatically via RTB auctions on ad exchanges, or sell inventory directly to advertisers via demand-side platforms (DSPs).
Publishers use SSPs to maximise efficiency and yield from the whole ad sales process – through SSPs they can control who can buy their inventory, set floor prices, reach a range of advertisers, automate sales of unsold inventory, create direct deals and other contracts, and track performance. See also, smartx.