SSP (Supply Side Platform )
An advertising technology (adtech) platform called a supply-side platform (SSP), sometimes known as a sell-side platform, is used to organise and manage the supply and distribution of ad inventories. Publishers and owners of digital media use SSPs to sell advertising space for display, video and mobile ads.
By making them accessible to as many potential buyers as possible, the publisher’s site can boost the amount of money it earns from selling impressions. Because of this, SSPs are occasionally referred to as yield-optimization platforms.
How Dose SSP Work ??
Publishers used to manually assign advertising to spaces using human sales teams and media buyers. Manual placement is no longer effective due to enormous audiences and the growing number of digital marketers who are all vying for the same ad space.
Today, SSPs work in tandem with demand-side platforms (DSPs) to evaluate advertisers, assess publishers’ overall inventory, determine the bidding range, and then offer the best fit for each space using programmatic advertising technology.
SSPs give publishers the ability to filter digital ads based on the advertiser, ad format, target market, and other factors. They also let publishers establish various prices for ad spaces.
DSP ( Demand Side Platform )
Ad tech software called a demand-side platform (DSP) enables advertisers or ad buyers to automatically purchase publishers’ ad inventory.
By establishing connections with ad exchanges and publishers’ supply-side platforms (SSPs), this solution enables media buyers to quickly and accurately place bids based on customer data.
DSPs eliminate the need for advertisers to bargain for ad space directly with publishers, which can be a time-consuming and expensive process.
How Dose DSP Work ??
Advertisers utilise demand-side platforms to switch from manual ad buying to an automated, real-time bidding platform. The following steps can be used to summarise the entire procedure:
The advertiser chooses their desired audience and submits their advertisements.
Publishers use ad exchanges and supply-side platforms to make their ad inventories accessible on the DSP.
These platforms provide the ad impression to the DSP, which decides whether to send a bid to acquire it depending on how well it matches the targeting parameters.
The advertiser places real-time bids in competition with other advertisers for the ad impression.
The advertisement is displayed on the publisher’s website once the demand-side platform purchases the impression.