An SSP (Supply-Side Platform) is a tool that helps publishers manage, sell, and optimize their digital ad inventory. It connects to ad exchanges and DSPs, allowing real-time auctioning of ad space. SSPs let publishers set floor prices, control who can buy their inventory, and maximize yield through header bidding or programmatic direct deals. It ensures higher fill rates and better monetization while maintaining brand safety and user experience.
Frequently Asked Questions
How do SSPs help increase publisher revenue?
SSPs enable competitive bidding from multiple buyers, often driving up CPMs through real-time auctions or header bidding.
What’s the difference between an SSP and an ad server?
An SSP focuses on selling inventory programmatically, while an ad server manages and delivers the actual ad creatives.
Can SSPs filter out low-quality ads?
Yes, with ad quality controls, blocklists, and third-party verification tools to protect user experience and publisher integrity.
How do SSPs support multi-channel monetization?
SSPs support display, video, mobile, and native formats, enabling publishers to earn across various devices and platforms.
