Supply-Side Advertising Platform (SSP)
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A Supply-Side Advertising Platform (SSP) is an advertising system that allows a seller of digital advertising inventory (e.g. an affiliate link publisher) to manage their digital advertising inventory.
- AKA: Sell-Side Platform.
- Context:
- It can help the user to describe their Ad Slots.
- …
- Example(s):
- Google Ad Manager/DoubleClick for Publishers an ad revenue engine that integrates to DoubleClick Ad Exchange.
- MoPub, hosted ad serving solution built specifically for mobile publishers.
- AppNexus Marketplace.
- PubMatic.
- …
- Counter-Example(s):
- See: Digital Media, Web Publishing, ad Exchange, Online Advertising, Target Audience, Real-Time Bidding, Ad Exchange.
References
2021
- (Wikipedia, 2021) ⇒ https://en.wikipedia.org/wiki/Supply-side_platform Retrieved:2021-2-18.
- A supply-side platform (SSP) or sell-side platform is a technology platform to enable web publishers 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 networks and exchanges, which in turn interface to demand-side platforms (DSP) on the advertiser side. This system allows advertisers to put online advertising and DOOH advertising before a selected target audience. 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, app, and DOOH owners). 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).
- A supply-side platform (SSP) or sell-side platform is a technology platform to enable web publishers 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 networks and exchanges, which in turn interface to demand-side platforms (DSP) on the advertiser side. This system allows advertisers to put online advertising and DOOH advertising before a selected target audience. 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, app, and DOOH owners). 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).
2018
- https://www.mobidea.com/academy/supply-side-platform-ssp/
- QUOTE: ... Here’s a list of the best and most reliable Supply-Side Platforms in the market:
OpenX DoubleClick for Publishers Rubicon Project PubMatic BrightRoll AppNexus Publisher Suite LiveRail
2014
- (Wikipedia, 2014) ⇒ http://en.wikipedia.org/wiki/Real-time_bidding#Supply_side_platforms Retrieved:2014-10-22.
- Large publishers often manage multiple advertising networks and use supply side platforms (SSPs) to manage advertising yield. Supply side platforms utilize data generated from impression-level bidding to help tailor advertising campaigns. Applications to manage and operations are also often bundled into SSPs. SSP technology is adapted from ad exchange technology.