Supply
Supply-Side Platform (SSP)
A supply-side platform is software that helps publishers make advertising inventory available to programmatic demand, apply monetization rules and manage auction or deal access.
An SSP helps publishers expose inventory to multiple qualified demand sources while enforcing floors, formats, privacy signals, quality rules and reporting.
How it works
- Publisher inventory and placements are configured.
- Eligible demand paths are selected for an impression.
- The SSP runs or participates in the auction process.
- Winning demand is returned while delivery and revenue signals are recorded.
Frequently asked questions
Is an SSP the same as an ad exchange?
They can overlap in capability, but an SSP is primarily supply-facing while an exchange is the marketplace or transaction layer connecting supply and demand.
Why would a publisher use more than one SSP?
Multiple qualified demand paths can increase competition and buyer access, although too many paths can create duplication and operational complexity.