Asupply-side platform (SSP) orsell-side platform is a technology platform to enable webpublishers anddigital out-of-home (DOOH) media owners to manage theiradvertising inventory, fill it with ads, and receive revenue.[1] Many of the largerweb publishers of the world use a supply-side platform to automate and optimize the selling of their online media space.[2]
A supply-side platform interfaces on the publisher side toadvertising networks andexchanges, which in turn interface todemand-side platforms (DSP) on the advertiser side.[3][4]
This system allows advertisers to putonline advertising and DOOH advertising before a selectedtarget audience.[5] SSPs send potentialimpressions into ad exchanges, where DSPs purchase them on marketers' behalf, depending on specifictargeting attributes and audience data.[6] By offering impressions to as many potential buyers as possible publishers can maximize the revenue. Therefore, SSPs are sometimes referred to as yield-optimization platforms.[7]
Often,real-time bidding (RTB) is used to complete DSP transactions.[8]
Unlike advertising networks that target buyers (advertisers), supply-side platforms provide services for publishers (website,app, andDOOH owners).[9] Supply-side platforms are often integrated into the structure of advertising andad serving companies, as well as ad exchanges that work with both publishers (supply side) and advertisers (demand side).[10]
