A supply-side platform (SSP) is used to market advertising in an automated way. It is a software publishers use to sell videos and ads online. Although the supply-side platform is thought to be similar to the demand-side platform (DSP), it is the publisher equivalent of a DSP. Supply-side platforms are used by publishers to do the opposite of the DSP.
Publishers can use SSPs to join their inventory to various ad exchanges and networks at the same time. This would lead to a wide range of potential buyers that can purchase ad space at a rate set by publishers. SSPs give publishers the power to set the price and dictate the specific channels for their inventory.
SSPs are also used to sell inventory that the human sales teams could not sell. SSPs have not taken away human efforts in sales; instead, they helped to make it more reliable and efficient by providing adequate information.
SSPs include:
- OpenX,
- PubMatic,
- Rubicon Project
- AppNexus
- Right Media
- AOL, etc.
