Programmatic and open web
Supply-side platform (SSP)
Software publishers use to sell their ad space to many buyers through programmatic auctions.
What it is
The SSP offers each impression to demand-side platforms and exchanges and picks the winning bid.
Why it matters
For lead generation and e-commerceAdvertisers do not use SSPs directly, but the path from SSP to DSP affects cost, transparency and quality.
In practice
Advertisers favour shorter, cleaner supply paths and inventory sold by authorized sellers.
A common mistake
Ignoring the supply path, and paying intermediaries a large share of the spend.
All terms