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Knowledgebase IAB What is a Supply-Side Platform (SSP)?


What is a Supply-Side Platform (SSP)?

Last Updated: September 30, 2020

A Supply-Side Platform (SSP) is used by publishers to offer ad inventory space in an ad exchange by using advertising technology (adtech.) Similar to a demand-side platform (DSP), an SSP is used for ad placement on websites.  

The placements are where the ads will be displayed across many websites and mobile apps. The platform uses auction software to automatically bid on these inventories for the advertisers, which makes the process much simpler for media buyers purchasing digital ad space. 

A media buyer with a supply-side platform can set targets to focus their advertisements on. They can target audiences based on location, demographics, which keywords they’re using, and what kind of device they’re using among many more. Isomeone is searching for clothing, the advertiser can choose to display ads across various platforms to that user. SSPs are possible because of adtech.

SSPs are what publishers use to sell ad inventories when participating in realtime bidding auctions.


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