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 and audience data[7]. 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.[8] With the arrival of GDPR, Supply-side platforms are required to work along with Consent Management Platforms (CMPs)[9]

Often, real-time bidding (RTB) is used to complete DSP transactions.[10][11]

Examples[edit]

Unlike advertising networks that target buyers (advertisers), supply-side platforms provide services for publishers (website, app, and DOOH owners).[12] 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):[13]

See also[edit]

References[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". forbes.com. Retrieved 2015-08-27. 
  4. ^ "Advertising Ecosystem". iab.net. 
  5. ^ Ryan Joe, provided by (2014-02-07). "DSPs, SSPs, DMPs, Ad Exchanges Help Inspire New, IAB Data-Driven Ads Site Says Exec Dolan". http://adexchanger.com. 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. ^ "U.S Firms to spend over $10 billion on third-party audience data". IAB. 
  8. ^ Jack Marshall, provided by (2014-01-22). "WTF is a supply-side platform". Digiday. Retrieved 2016-07-29. 
  9. ^ "What are Consent Management Platforms?". Automatad. 
  10. ^ Nick Saint, provided by (2010-08-02). "The Rise Of Real-Time Bidding Is The Biggest Online Advertising Story Of 2010". Sfgate.com. Retrieved 2010-11-20. 
  11. ^ "What is a Supply-Side Platform, or SSP in Advertising?". Affiliate Marketing Training, Guides & Tips | Mobidea Academy. 2017-04-06. Retrieved 2017-04-12. 
  12. ^ "Advertising Ecosystem". iab.net. 
  13. ^ Susan Bidel, provided by (2014-05-29). "The Forrester Wave™: Sell-Side Platforms And Exchanges For Publishers, Q2 2014". www.forrester.com. Retrieved 2015-08-27.