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What is an SSP in advertising? Supply Side Platform explained

SSP in advertising

A supply-side platform is an advertising technology (AdTech) platform that publishers use to efficiently and automatically manage, sell, and optimize the available inventory (also known as ad space) on their websites and mobile apps. Publishers can monetize their website and apps by displaying display, video, and native advertisements to their users when they use an SSP.

SSPs have developed their capabilities over time, and many of them now feature ad-exchange protocols that enable publishers to connect to DSPs directly rather than through other ad exchanges. In this article, we will provide you with information about SSP advertising and how it works.

What is a Supply Side Platform?

Programmatic software called a supply-side platform (SSP) enables publishers to make sales of their advertising impressions. SSPs enable publishers (also known as suppliers) to sell impressions to a larger pool of possible customers and enable suppliers to define the bidding range to maximize their revenue by linking publishers with various ad exchanges, demand-side platforms, and ad networks simultaneously.

How do SSPs work?

In a programmatic marketplace, supply-side platforms link publishers to numerous demand sources concurrently. SSPs give publishers the tools and resources they need to manage, aggregate, and combine their demand sources. Categories, prices, and brand safety standards are established by publishers. The SSP holds an auction after the publishers have established the criteria, taking into account each of these things, and the auction is won by the highest bidder.

The Benefits of Using Supply-Side Platforms

Increase your ad fill rates

The first and most obvious advantage of adopting a supply-side platform is that you can increase your ad fill rates. The number of ad slots in a publisher’s inventory and whether or not they are occupied indicates a website’s fill rate. Fill rates and sales are closely related since the process of making money only starts when a client reads an advertisement or clicks on a call to action (CTA).

By ensuring that the available ad spaces are sold to the highest bidder, supply-side platforms increase the amount of money made from each ad space. Additionally, it encourages additional marketers to take part, ensuring that every instance of space-filling is well optimized.

2. Extend the reach of your advertising

Publishers frequently gave away ad slots for free to fill the inventory. By establishing a floor price—a price below which no offers are accepted—a supply-side platform avoids this.

The floor price can also be discussed if advertising offers very alluring content. As new content will assist engage new audiences who haven’t interacted with the website previously, the SSP offers a new price point, boosting ad reach. Once more, this ultimately affects the publisher’s inventory value.

3. Fully customizable reporting

Publishers can get information from SSPs on who is bidding, how much each advertiser is purchasing, and how much of their inventory is being purchased. Since it wasn’t designed for them, this provides excellent information for publishers but is less useful for marketers.

Also Read: Natural Vs Lab Created Ruby Engagement Rings: What to Opt For.

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