Supply Side Platform Or SSP is one of the essential components in programmatic advertising. In short, Demand Side Platforms help advertisers to buy suitable ad spaces in a cost-effective way. Otherside, Supply Side Platforms help the publishers to sell their ad spaces for a good price. Here, you will learn about the supply side platform, how the supply side platform works and what are the advantages of the supply side platform.
What Is Supply Side Platform?
Supply Side Platform is software that helps publishers sell and manage their ad inventory in an automatic way. It supplies the advertising space to ad exchanges and DSPs. Advertising space is actually publisher is offering.
SSP is a very important tool that helps publishers to monetize their websites in an automated way. It connects the publisher with various Ad Exchanges, DSPs, and Advertisers. So, publishers don’t want to do direct negotiations with the advertisers to sell their ad space. Even small publishers can sell their ad space for a good price with the help of SSP.
How Does Supply Side Platform Work?
Step 1: When users visit a website integrated with a supply-side platform, it sends bid requests to various ad exchanges, demand side platforms simultaneously.
Step 2 : The bid request contains information about the user details, website information, location information and etc.
Step 3 : Advertisers connected with demand-side platforms to buy suitable ad spaces. Advertisers setup their ad campaigns on the demand side platform with their targetings. Example, Geo, Demo, Interest, Contextual and etc.
Step 4 : Demand Side Platforms analyze the incoming bid request and forward the bid request to the advertisers whose targetings match the incoming bid request.
Step 5 : Suitable advertisers send their bid price to the ad exchange.
Step 6 : Ad Exchange performs real-time auction and whoever bid more wins in the auction.
Step 7 : Winning bid information forwarded to the advertiser.
Step 8 : The bid-winning advertiser sends the ad tag to the publisher
Step 9 : Publisher fetches the ad from the ad server
Step 10 : Ad display on the user’s browser.
Advantages of Supply Side Platform
No Loss of Inventory: Small publishers can sell their inventory through SSP. This automated way gives a way to publishers monetize their websites or Apps.
Optimization: The main problem for the publisher is to reduce the “non-fill rate”. By decreasing the “non-fill rate” publishers can increase their revenue. SSP analyzes the historical information of the ad space price and sets the floor price for each ad space.
Reporting: SSP gives details about who are all bidding, where bidding comes from, which advertiser bought ad space, etc
Control: SSP gives an opportunity to publishers to save their brand safety. For example, if publishers don’t want to display lottery ads on their website or app then they can block this category of ads. Likewise, they can control and allow specific ad networks to participate in the auction.
Conclusion :
In this post, you learned about the important essential element of programmatic advertising “supply side platform”. SSP offers many features to publishers to sell their inventory and manage their inventory.
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