Supply-side platform
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A supply-side platform or sell-side platform (SSP) is a technology platform to enable web publishers 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 before a selected target audience.[6] Often, real-time bidding (RTB) is used to complete DSP transactions.[7]
Examples
Unlike advertising networks that target buyers (advertisers), supply-side platforms provide services for publishers (website and app owners).[8] 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):[9]
- Adform
- OpenX
- AppNexus
- Smaato
- DoubleClick for Publishers (DFP)
- PerfectCPM
- Rubicon Project
- ExoClick
- Tremor Video
- YuMe
- SpotXchange
- CPXi
- Index Exchange
References
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