A Supply-Side Platform (SSP) is a technology platform that enables digital publishers to manage and sell their advertising inventory programmatically. SSPs connect digital publishers with advertisers and advertising demand sources such as DSPs (Demand Side Platforms) and Ad Exchanges. The main function of an SSP is to streamline the process of selling ad inventory, allowing publishers to reach a wider pool of potential buyers and get the best possible price for their inventory.

In the world of programmatic advertising, SSPs play a crucial role as they provide a bridge between publishers and advertisers. With the help of SSPs, digital publishers can access a vast pool of demand sources, giving them the ability to monetize their ad inventory and maximize their revenue.

Supply-side platforms (SSPs) are an essential tool for publishers who have ad inventories to sell. They help simplify and expand the ad selling process to a greater number of advertisers. SSPs have replaced traditional in-person negotiations between publishers and advertisers, making the process more efficient and programmatic. In this article, we will explore the various ways in which SSPs support publishers and the ad selling process.

SSPs allow publishers to manage ad inventories of any size and to negotiate advertising arrangements with dozens of potential buyers. This eliminates the need for in-person meetings and negotiations with each buyer individually. SSPs let publishers automatically sell ads to multiple ad exchanges and ad networks, making the demand waterfall process more efficient. This approach offers inventory to ad exchanges one by one until a bid is accepted.