Supply-side platform

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A supply-side platform or sell-side platform (SSP) is a technology platform with the single mission of enabling publishers to manage their advertising impression inventory and maximize revenue from digital media. As such, they offer an efficient, automated and secure way to tap into the different sources of advertising income that are available, and provide insight into the various revenue streams and audiences. 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.[1]

A supply-side platform interfaces on the publisher side to advertising networks and exchanges,[2] which in turn interface to demand-side platforms (DSP) on the advertiser side.[3][4]

This system allows advertisers to put online advertising before a selected target audience.[5] Often, real-time bidding (RTB) is used to complete DSP transactions.[6]


Unlike advertising networks that target buyers (advertisers), supply-side platforms provide services for publishers (website and app owners).[7] 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):[8]


  1. ^ "Programmatic bidding: Buy, buy, baby". The Economist. 2014-09-13. Retrieved 2014-10-06. 
  2. ^ Robert Hof, provided by (2014-09-06). "OpenX Aims To Boost Publishers' Online Ads With New SSP Technology". Retrieved 2015-08-27. 
  3. ^ "Advertising Ecosystem". 
  4. ^ 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. 
  5. ^ Rob Graham (August 25, 2010). "The Rise of the Demand Side Platform". ClickZ. Retrieved 2013-11-14. 
  6. ^ 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. 
  7. ^ "Advertising Ecosystem". 
  8. ^ 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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