What is an SSP?
A Supply-Side Platform (SSP) is technology that enables publishers to manage, sell, and optimize their available ad inventory through automated, real-time auctions. SSPs connect publishers to multiple ad exchanges and demand-side platforms (DSPs) simultaneously.
Think of an SSP as the publisher's counterpart to a DSP - while DSPs help advertisers buy efficiently, SSPs help publishers sell efficiently and maximize their ad revenue.
How SSPs Work
- Inventory Management: Publisher configures available ad placements in the SSP
- Ad Request: When a user loads the app/page, SSP receives the ad request
- Bid Solicitation: SSP sends bid requests to connected DSPs and exchanges
- Auction: SSP runs auction and selects highest bidder
- Ad Delivery: Winning ad is served to the user
Top SSPs in Mobile
| SSP | Strength | Best For |
|---|---|---|
| Google Ad Manager | Scale, Google demand | All publishers |
| AppLovin MAX | Gaming, in-app bidding | Gaming apps |
| ironSource | Mediation, gaming | Gaming publishers |
| PubMatic | Transparency, header bidding | Premium publishers |
| Magnite | CTV, video | Video publishers |
| Index Exchange | Identity, quality | Premium inventory |
Key SSP Features
- Floor Pricing: Set minimum CPM to protect inventory value
- Header Bidding: Enable simultaneous bidding from multiple sources
- Yield Optimization: ML-powered price optimization
- Brand Safety: Block unwanted advertisers or categories
- Reporting: Real-time analytics on fill rate, eCPM, revenue
- Private Marketplace: Direct deals with preferred buyers
Pro Tip: Multi-SSP Strategy
Don't rely on a single SSP. Use multiple SSPs through header bidding or mediation to create competition and maximize eCPM. More demand sources = higher clearing prices.
SSP vs DSP
| Aspect | SSP | DSP |
|---|---|---|
| User | Publishers | Advertisers |
| Goal | Maximize revenue | Minimize CPA/CPI |
| Inventory | Sells | Buys |
| Optimization | Fill rate, eCPM | ROAS, conversions |