SSP (Supply Side Platform)
An SSP is the platform publishers -websites, apps, streaming platforms- use to sell their ad inventory automatically to the highest bidder.
It is the counterpart of the DSP. The publisher connects its inventory to the SSP, sets floor prices and rules -which advertisers it accepts, which categories it blocks- and the platform offers it to buyers through ad exchanges and direct deals.
Its goal is to maximise the publisher’s revenue per impression. Private deals between an SSP and a specific buyer let brands access quality inventory on agreed terms.
