Supply-side platform
A supply-side platform (SSP) or sell-side platform is a technology platform to enable web publishers and digital out-of-home (DOOH) media owners to manage their advertising inventory, fill it with ads, and receive revenue.[1] Many of the larger web publishers of the world use a supply-side platform to automate and optimize the selling of their online media space.[2]
A supply-side platform interfaces on the publisher side to advertising networks and exchanges, which in turn interface to demand-side platforms (DSP) on the advertiser side.[3][4]
This system allows advertisers to put online advertising and DOOH advertising before a selected target audience.[5] SSPs send potential impressions into ad exchanges, where DSPs purchase them on marketers' behalf, depending on specific targeting attributes and audience data.[6] By offering impressions to as many potential buyers as possible publishers can maximize the revenue. Therefore, SSPs are sometimes referred to as yield-optimization platforms.[7]
Often, real-time bidding (RTB) is used to complete DSP transactions.[8]
Unlike advertising networks that target buyers (advertisers), supply-side platforms provide services for publishers (website, app, and DOOH owners).[9] Supply-side platforms are often integrated into the structure of advertising and ad serving companies, as well as ad exchanges that work with both publishers (supply side) and advertisers (demand side).[10]
Flowchart
Online advertising serving process
Examples
- Index Exchange
- OpenX
- Pubmatic
- Rubicon Project
- SpotX
- Verizon Media
- Xandr (formerly AppNexus)
See also
- Ad exchange
References
- ↑ "How an ad is served with real-time bidding". Internet Advertising Bureau. https://www.youtube.com/watch?v=-Glgi9RRuJs.
- ↑ "Programmatic bidding: Buy, buy, baby". The Economist. 2014-09-13. https://www.economist.com/news/special-report/21615872-rise-electronic-marketplace-online-ads-reshaping-media-business-buy. Retrieved 2014-10-06.
- ↑ "Advertising Ecosystem". iab.net. http://www.iab.net/data/ecosystem.html.
- ↑ Ryan Joe, provided by (2014-02-07). "DSPs, SSPs, DMPs, Ad Exchanges Help Inspire New, IAB Data-Driven Ads Site Says Exec Dolan". adexchanger.com. http://adexchanger.com/ad-networks/dolan-iab-data-driven/. Retrieved 2015-08-27.
- ↑ Rob Graham (August 25, 2010). "The Rise of the Demand Side Platform". ClickZ. http://www.clickz.com/clickz/column/1728632/the-rise-demand-side-platform. Retrieved 2013-11-14.
- ↑ "U.S Firms to spend over $10 billion on third-party audience data.". https://www.iab.com/news/u-s-firms-to-spend-over-10-billion-on-third-party-audience-data-in-2017-even-more-on-third-party-solutions-to-use-that-data/.
- ↑ Jack Marshall, provided by (2014-01-22). "WTF is a supply-side platform". Digiday. http://digiday.com/platforms/wtf-supply-side-platform/. Retrieved 2016-07-29.
- ↑ Nick Saint, provided by (2010-08-02). "The Rise Of Real-Time Bidding Is The Biggest Online Advertising Story Of 2010". Sfgate.com. http://www.sfgate.com/cgi-bin/article.cgi?f=/g/a/2010/08/02/businessinsider-real-time-bidding-2010-8.DTL. Retrieved 2010-11-20.
- ↑ "Advertising Ecosystem". iab.net. http://www.iab.net/data/ecosystem.html.
- ↑ Susan Bidel, provided by (2014-05-29). "The Forrester Wave™: Sell-Side Platforms And Exchanges For Publishers, Q2 2014". www.forrester.com. https://www.forrester.com/The+Forrester+Wave+SellSide+Platforms+And+Exchanges+For+Publishers+Q2+2014/fulltext/-/E-RES115689. Retrieved 2015-08-27.
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