A supply-side platform (SSP) or sell-side platform is a technology platform to enable web

publisher Publishing is the activities of making information, literature, music, software, and other content, physical or digital, available to the public for sale or free of charge. Traditionally, the term publishing refers to the creation and distribu ...

s and digital out-of-home (DOOH) media owners to manage their advertising inventory, fill it with ads, and receive revenue. 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. A supply-side platform interfaces on the publisher side to

advertising network An online advertising network or ad network is a company that connects advertisers to websites that want to host advertisements. The key function of an ad network is an aggregation of ad supply from publishers and matching it with the advertiser' ...

s and exchanges, which in turn interface to

demand-side platform A demand-side platform (DSP) is a concept that combines various software for advertisers (or advertising agencies) to automate the process of buying and selling ad impressions in real time. This platform provides digital advertising inventory wi ...

s (DSP) on the advertiser side. This system allows advertisers to put

online advertising Online advertising, also known as online marketing, Internet advertising, digital advertising or web advertising, is a form of marketing and advertising that uses the Internet to promote products and services to audiences and platform users. ...

and DOOH advertising before a selected

target audience The target audience is the intended audience or readership of a publication, advertisement, or other message catered specifically to the previously intended audience. In marketing and advertising, the target audience is a particular group of cons ...

. SSPs send potential impressions into ad exchanges, where DSPs purchase them on marketers' behalf, depending on specific targeting attributes and audience data. 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. Often, real-time bidding (RTB) is used to complete DSP transactions. Unlike advertising networks that target buyers (advertisers), supply-side platforms provide services for publishers (

website A website (also written as a web site) is any web page whose content is identified by a common domain name and is published on at least one web server. Websites are typically dedicated to a particular topic or purpose, such as news, educatio ...

, app, and DOOH owners). Supply-side platforms are often integrated into the structure of advertising and

ad serving Advertising is the practice and techniques employed to bring attention to a product or service. Advertising aims to present a product or service in terms of utility, advantages, and qualities of interest to consumers. It is typically used ...

companies, as well as ad exchanges that work with both publishers (supply side) and advertisers (demand side).

Flowchart

Adservingfull.svg,

Online advertising Online advertising, also known as online marketing, Internet advertising, digital advertising or web advertising, is a form of marketing and advertising that uses the Internet to promote products and services to audiences and platform users. ...

serving process

Examples

* Equativ * OpenX * Sovrn * Pubmatic * Magnite * Smaato * SpotX *

Verizon Media Verizon Communications Inc. ( ), is an American telecommunications company headquartered in New York City. It is the world's second-largest telecommunications company by revenue and its mobile network is the largest wireless carrier in the ...

* Xandr (formerly AppNexus) *

Google Ad Manager Google Ad Manager is an ad management platform introduced by Google on June 27, 2018. for large publishers who have significant direct sales. It combines the features of two former services from Google's DoubleClick subsidiary A subsidiary, sub ...

* Media.net

References

{{Reflist Online advertising

Flowchart

Examples

See also

References