Definition: SSP stands for “Supply-Side Platform.” It is a technology platform used in the world of digital advertising to streamline the programmatic ad selling process for publishers.Role of SSP: Connecting Publishers and Advertisers Connecting Publishers: SSPs act as intermediaries between publishers (website or app owners) and advertisers. They enable publishers to make their ad inventory (available ad space) accessible to a wide range of potential advertisers.Automated Selling: SSPs automate the selling process of ad impressions by using real-time bidding (RTB) and programmatic advertising technologies. This streamlines the ad buying process, making it more efficient and effective. Inventory Management: Publishers integrate their digital properties with the SSP. This allows the SSP to analyze and organize the available ad inventory.Ad Exchange Integration: SSPs often connect with ad exchanges, which act as marketplaces where advertisers bid on available ad impressions in real-time.Real-Time Bidding (RTB): When a user visits a publisher’s website or app, the SSP conducts an auction among advertisers interested in displaying their ads to that user. The highest bidder wins the ad impression, and their ad is displayed to the user in real-time.
