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

publisher Publishing is the activity of making information, literature, music, software and other content available to the public for sale or for free. Traditionally, the term refers to the creation and distribution of printed works, such as books, newsp ...

s and digital out-of-home (DOOH) media owners to manage their

advertising inventory Advertising inventory or media inventory is the space available in the media, advertising, and marketing industries to advertisers on newspapers, magazines, and digital platforms. History Traditionally advertising inventory was sold during upfront ...

, 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 advertiser's d ...

s and exchanges, which in turn interface to

demand-side platform A demand-side platform (DSP) is a system that allows buyers of digital advertising inventory to manage multiple ad exchange and data exchange accounts through one interface. Real-time bidding for displaying online advertising takes place within th ...

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 which uses the Internet to promote products and services to audiences and platform users. ...

and DOOH advertising before a selected

target audience A target audience is the intended audience or readership of a publication, advertisement, or other message catered specifically to said intended audience. In marketing and advertising, it is a particular group of consumer within the predetermined ...

. 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 Real-time bidding (RTB) is a means by which advertising inventory is bought and sold on a per- impression basis, via instantaneous programmatic auction, similar to financial markets. With real-time bidding, advertising buyers bid on an impression a ...

(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 a collection of web pages and related content that is identified by a common domain name and published on at least one web server. Examples of notable websites are Google, Facebook, Amazon, and Wi ...

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

ad serving Ad serving describes the technology and service that places advertisements on Web sites, mobile apps, and Connected TVs. Ad serving technology companies provide software to Web sites and advertisers to serve ads, count them, choose the ads th ...

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 which uses the Internet to promote products and services to audiences and platform users. ...

serving process

Examples

* OpenX * Lemma *

Pubmatic PubMatic, Inc. is a company that develops and implements online advertising software and strategies for the digital publishing and advertising industry. PubMatic's advertising software puts publishers of websites, videos, and mobile apps into cont ...

Magnite Inc Magnite Inc. (formerly Rubicon Project) is an American online advertising technology firm based in Los Angeles, California. The company was formed following a merger between Rubicon Project and Telaria in 2020. History Rubicon Project was founde ...

Smaato Smaato is a digital ad tech platform and ad server. Smaato's self-serve omnichannel monetization solution gives publishers the ability to manage their entire ad stack in one place. Ad monetization technology lets publishers keep their content free ...

* SpotX *

Verizon Media Verizon Communications Inc., commonly known as Verizon, is an American multinational telecommunications conglomerate and a corporate component of the Dow Jones Industrial Average. The company is headquartered at 1095 Avenue of the Americas i ...

Xandr Xandr, Inc. (pronounced "Zander") is the advertising and analytics subsidiary of Microsoft, which operates an online platform, ''Community'', for buying and selling consumer-centric digital advertising. In December 2021, AT&T announced that t ...

(formerly

AppNexus Xandr, formerly known as AppNexus, is an American multinational technology company operating a cloud-based software platform that enables and optimizes programmatic online advertising. Headquartered in the Flatiron District of New York City, the ...

) *

Google Ad Manager Google Ad Manager is an ad exchange platform introduced by Google on June 27, 2018. It combines the features of two former services from Google's DoubleClick subsidiary, ''DoubleClick for Publishers'' (''DFP''; formerly known as ''DART for Publish ...

References

{{Reflist Online advertising

Flowchart

Examples

See also

References