Supply-side platform

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Where a supply side platform fits in an online advertising system
Main article: Online advertising

A supply-side platform or sell-side platform (SSP) is a technology platform to enable web publishers 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 before a selected target audience.[6] Often, real-time bidding (RTB) is used to complete DSP transactions.[7]


Unlike advertising networks that target buyers (advertisers), supply-side platforms provide services for publishers (website and app owners).[8] 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):[9]


  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. 
  6. ^ Rob Graham (August 25, 2010). "The Rise of the Demand Side Platform". ClickZ. Retrieved 2013-11-14. 
  7. ^ 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. 
  8. ^ "Advertising Ecosystem". 
  9. ^ Susan Bidel, provided by (2014-05-29). "The Forrester Wave™: Sell-Side Platforms And Exchanges For Publishers, Q2 2014". Retrieved 2015-08-27. 

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