Glossarysupply-side platformsprogrammatic advertising

Supply-Side Platform (SSP)

SSPRTBad exchangeyield optimizationDSPdisplay advertisingvideo advertisingmobile advertisingnative advertisingautomated selling

An advertising-technology platform used by publishers to sell ad inventory in an automated fashion, typically through Real-time bidding (RTB) auctions.

SSPs are most commonly used by online publishers — websites and apps — to maximize yield from display, video, mobile, and native ad inventory. To do so, an SSP connects with multiple ad exchanges and networks, which in turn make that inventory available to advertisers through Demand-side platforms (DSPs).

Many modern SSPs have exchange mechanisms built directly into the platform. This means publishers can manage available inventory and sell it to DSPs via RTB auctions without needing to connect to multiple ad exchanges separately — streamlining the entire sell-side transaction into a single interface.

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