supply-side platform

Advanced 📣 Marketing / Advertising

Definition

Technology that enables publishers to automatically sell their ad inventory to the highest bidder across multiple demand sources. The yang to the demand-side platform's yin, or more accurately, the auctioneer to the DSP's buyer.

Example Usage

After implementing a new SSP, our ad revenue increased 30% because we were finally tapping into premium demand sources.

Origin

Emerged alongside DSPs in 2007-2008 as programmatic advertising evolved

Fun Fact

SSPs and DSPs are technically adversaries in every auction, with one trying to maximize price and the other to minimize it, yet they're often owned by the same parent company.

Source: Programmatic advertising technology terminology

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