Publishers and app developers use supply side platform (SSP) software as a technology platform to manage and sell their advertising inventory to advertisers and their demand side platforms (DSPs). SSPs play a significant role in the ecosystem of programmatic advertising, which automates the real-time buying and selling of online advertising.
Inventory from various publishers and app developers is combined by SSPs before being made available to DSPs so they can bid on it on behalf of advertisers. Publishers can specify pricing policies and preferences for their inventory through the SSP, including what kinds of ads they are willing to display and at what cost. Based on the bids it receives from the DSPs, the SSP then uses real-time bidding algorithms to choose which ad to serve and at what cost.
SSPs not only enable real-time bidding but also give publishers and app developers the resources they need to manage their inventory and assess their effectiveness. This covers functions like ad quality controls, forecasting and reporting, and the ability to block or add certain advertisers to a whitelist.
How Supply Side Platform (SSP) Software are useful for businesses?
Here are some business applications for SSP software:
Increased Revenue: By enabling publishers to sell their ad inventory to a variety of demand sources, SSP software helps them maximise their revenue. This can include programmatic advertising, which sells ad impressions to the highest bidder using real-time bidding.
Optimization: By examining information such as user behaviour, ad performance, and market trends, SSP software enables publishers and website owners to optimise their ad inventory. This enables them to find areas where their ad placement, targeting, and pricing strategies can be improved to boost revenue.
Automation: SSP software streamlines and scales the sale of ad inventory through automation. This frees up publishers and website owners to concentrate on other areas of their businesses and cuts down on the time and resources needed to manage the sale of ad impressions.
Data Insights: Publishers and website owners who use SSP software have access to insightful data about their advertising inventory. This includes details about the effectiveness of the ads, the demographics of the audience, and the revenue made. In order to achieve better results, this aids businesses in making data-driven decisions and optimising their advertising strategies.
Conclusion
Supply side platform (SSP) software is a useful tool for companies that want to automate the sale of ad impressions, monetize their advertising inventory, optimise their advertising strategies, and gain insightful data. It offers a number of features and functionalities that facilitate the management and real-time programmatic sale of advertising inventory to advertisers by publishers and website owners.