What Are Supply-Side Platforms (SSPs)?
SSP platforms help publishers automate the sale, management, and optimization of their ad inventory across web and mobile. Prior to SSP platforms, publishers had to manually manage their advertising space; however, this made it impossible for them to scale their sales and ensure that ad spaces were filled. At first, publishers used SSP platforms to fill their remaining inventory at lower prices. Today, however, SSPs are responsible for the programmatic sale of all advertising inventory.
What Are the Main Features of an SSP?
How Do SSPs [Help] Publishers?
The benefits of the SSP platform are many, and first of all, it is the automation of what was once a manual and time-consuming process. While the benefits of SSP vary depending on the platform you choose, below are three universal benefits of SSP:
The SSP platform ensures that your available ad spaces are sold to the highest bidder. As a result, this will bring more income to the place. Because SSPs encourage more advertisers to participate, every space fill is potentially perfectly optimized.
Because the SSP works with the DSP to determine the frequency limit for your ads, you can limit the number of similar or identical ad impressions per user on your site.
SSP publishers set minimum prices for their impressions, which frees them from having to fill ad space at any (and usually low) cost.
Does SSP offer analytics and reporting?
One of the reasons you use SSP is to optimize the yield of your ad slots on mobile apps and websites. SSP with front-end analytics and reporting helps publishers understand and track how their inventory is performing, how it fills, and how many clicks and impressions it has.
Does SSP have multiple sources of demand?
The publisher's goal is to sell as much of their ad inventory as possible at the best possible price. But to do this, they need buyers who are willing to compete for space.
Does the SSP take care of the publisher's users?
If users are unhappy, publishers have bigger problems than prices and tariffs. Many publishers like to experiment with different formats to see what works best for their users. Selecting an SSP with additional options allows publishers to test and explore freely.