What is a Supply-Side Platform (SSP)?
Programmatic advertising is a high-end digital ad buying process that involves demand-side platforms, various ad networks, ad exchanges, and reliable, comprehensive sell-side platforms. In this post, we are going to get closer to the nature of a supply-side platform and showcase the work of SSPs, providing all the details you as a publisher should know to use it for your business correctly.
The Definition of SSP
These days the way of selling an available advertising space has been completely changed due to the presence of a powerful technology of programmatic media buying. Thus, publishers have much more opportunities to increase their revenue and can do it smarter and faster thanks to the SSP (supply-side platform).
A supply side platform (SSP) is an innovative advertising platform tailored particularly for publishers. This technology aims to help digital publishers to sell and manage their space for ads, so to monetize their websites or apps. Beyond that, a premium SSP comes with a convenient dashboard, where publishers can monitor their incomes and other inventory reporting. The sell-side platform - SSP, as well as a demand-side platform (DSP), is an essential element of real-time bidding. The only difference between these platforms is the end-user. DSP is for advertisers, while SSP is for publishers.
How Does SSP Work?
The most usual way to sell ad space using the technology of programmatic advertising is a real-time bidding. The cycle of working with a supply-side platform here begins with a key player - a publisher who places one’s available inventory for advertising to the SSP. Then a certain bid request is created and sent to multiple DSPs when a user visits a website or opens an app. Once the advertisers have made their bids, the highest one is delivered to the SSP, and the ad of an OpenRTB winner gets shown to the website visitor.
Thanks to the SSPs, companies can save money and invest more in media buying instead of overpaying human ad buyers. Moreover, with the supply-side platforms explained, publishers can get access to multiple networks and manage relationships with versatile ad buyers.
Beyond that, each sell-side platform consists of essential components that help to ensure a seamless workflow for publishers and their ad space. As every specific system, SSP provides comprehensive analytics for publishers. Besides, tech support always helps them carry out effective integration with the platform. Sell-side platforms can be easily integrated with several other platforms like DSPs, ad exchanges, etc., to simplify the inventory selling.
What Are the Advantages of Sell-Side Platforms?
Supply-side platforms or SSPs have their list of particular advantages that make them a number-one tool for publishers to increase their sales of digital ad spaces.
Interface and Analytics
The primary thing that is worth mentioning is a top-notch interface, which is very handy in use and allows publishers to monitor:
- the number of won bids, impressions, and requests;
- a fill rate, which is the ratio of total requests to responses;
- a win rate that represents the ratio of won bids to the total number of responses;
By the way, the easy access to analytics and reporting is the next advantage that makes SSPs stand out as it provides enhanced inventory management and straightforward analysis of impressions.
The propaganda of offensive content, materials for adults, and malicious content like viruses or site redirects can negatively influence the authority of a website. That is why it is essential to make sure only the right ads are placed on the ad slots on publishers’ web pages.
A big plus of premium supply-side platforms is their reliability as top SSPs work only with verified DSPs that have already gained a positive reputation on the market and always scan all possible fraud campaigns on their side. Besides, the supply-side platforms allow using versatile tools for crawling the traffic. These tools help to escape from unscrupulous publishers and ensure to the DSPs that only real web users see the ads.
Ad Formats and Bid Floors
Another feature to look for when choosing a reliable supply-side platform is the ability to support the most popular advertising formats - display, video, and native. This advantage aims to help publishers choose the appropriate settings for ad creatives not to interrupt the workflow of their websites or apps with ad campaigns.
Moreover, the SSP has to match the IAB ad format guidelines and meet the IAB standards as it is essential to deliver a comprehensive advertising experience across a broad digital landscape. The next one is bid floor that publishers define for their inventory in the sell-side platform dashboard. Optimized by a publisher minimum range for CPM and second-price auction model allow selling out all the inventory at a beneficial price and undoubtedly help publishers to boost the revenue.
Nowadays, every business owner who has an authoritative website with a steady flow of incoming traffic can sell the ad space to brands, agencies, etc. It is an additional source of income that surely will come in handy. That is why it is essential to learn what is a supply-side platform and then use it beneficially to take part in the ecosystem of modern and innovative programmatic advertising. Just stay tuned and drive more profits to your business with a proper SSP.
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