Supply-side platform

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Where a supply-side platform fits in an online advertising system

A supply-side platform (SSP) or sell-side platform is a technology platform to enable web publishers and digital out-of-home (DOOH) media owners to manage their advertising space inventory, fill it with ads, and receive revenue.[1] Many of the larger web 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 to advertising networks and exchanges,[3] which in turn interface to demand-side platforms (DSP) on the advertiser side.[4][5]

This system allows advertisers to put online advertising and DOOH advertising before a selected target audience.[6] SSPs send potential impressions into ad exchanges, where DSPs purchase them on marketers’ behalf, depending on specific targeting attributes. 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][9]


Unlike advertising networks that target buyers (advertisers), supply-side platforms provide services for publishers (website, app, and DOOH owners).[10] Supply-side platforms are often integrated into the structure of advertising and ad serving companies, as well as ad exchanges that work with both publishers (supply side) and advertisers (demand side):[11]

See also[edit]


  1. ^ "How an ad is served with real-time bidding". Internet Advertising Bureau. 
  2. ^ "Programmatic bidding: Buy, buy, baby". The Economist. 2014-09-13. Retrieved 2014-10-06. 
  3. ^ Robert Hof, provided by (2014-09-06). "OpenX Aims To Boost Publishers' Online Ads With New SSP Technology". Retrieved 2015-08-27. 
  4. ^ "Advertising Ecosystem". 
  5. ^ Ryan Joe, provided by (2014-02-07). "DSPs, SSPs, DMPs, Ad Exchanges Help Inspire New, IAB Data-Driven Ads Site Says Exec Dolan". Retrieved 2015-08-27.  External link in |publisher= (help)
  6. ^ Rob Graham (August 25, 2010). "The Rise of the Demand Side Platform". ClickZ. Retrieved 2013-11-14. 
  7. ^ Jack Marshall, provided by (2014-01-22). "WTF is a supply-side platform". Digiday. Retrieved 2016-07-29. 
  8. ^ Nick Saint, provided by (2010-08-02). "The Rise Of Real-Time Bidding Is The Biggest Online Advertising Story Of 2010". Retrieved 2010-11-20. 
  9. ^ "What is a Supply-Side Platform, or SSP in Advertising?". Affiliate Marketing Training, Guides & Tips | Mobidea Academy. 2017-04-06. Retrieved 2017-04-12. 
  10. ^ "Advertising Ecosystem". 
  11. ^ Susan Bidel, provided by (2014-05-29). "The Forrester Wave™: Sell-Side Platforms And Exchanges For Publishers, Q2 2014". Retrieved 2015-08-27.