How does SSP work with DSP

Supply Side Platform

A Supply Side Platform (SSP) or Sell ​​Side Platform is a technology that digital publishers use to sell their inventory, i.e. their ad space. In principle, they “deliver” advertising space on the platform. There, ad impressions - e.g. in the mobile, display or video area - are auctioned off via an automated auction. In the course of this, the highest CPM income should be achieved for the publishers. To do this, the ad impressions offered must appeal to many advertisers and be offered on various ad exchanges, ad networks and so-called demand side platforms (DSPs). Advertisers buy advertising space there programmatically.

The processing of the trade with the ad impressions takes place in the real-time advertising area. A publisher's inventory is offered on the platforms mentioned. A DSP, for example, checks it for compatibility with the requirements of advertisers who want to buy advertising space there with regard to their target group. If the ad space matches a large number of advertiser claims, the income also increases due to a higher frequency of bids. The DSP collects all suitable bids. With real-time advertising, this happens in fractions of a second (e.g. when loading a page) and ultimately the advertising material of the highest bidder is displayed.

Thanks to an SSP and the automatic sales system, publishers can accelerate the sale of advertising space and use extremely large amounts of data. However, the risk of undercutting the actual or estimated value of the inventory sometimes remains. Sometimes, however, publishers can set minimum bids or offer Ad Space exclusively to specific types of buyers.

The buying and selling of online advertising space is increasingly becoming part of the programmatic area. With the establishment of real-time advertising, the market for SSPs (and DSPs) has grown steadily. Well-known SSPs are e.g. Google's Double Click for Publishers, AppNexus, OpenX or SpotXchange.