What is Supply-Side Platform (SSP)?

A technology platform that helps publishers manage, sell, and optimize their ad inventory programmatically to maximize revenue.

A Supply-Side Platform (SSP) is an adtech platform that enables publishers to manage, sell, and optimize their available ad inventory. SSPs connect publishers to multiple demand sources including ad exchanges, DSPs, and ad networks, allowing them to sell their ad space through real-time bidding (RTB) auctions to the highest bidder.

Why It Matters

SSPs help publishers maximize revenue by increasing competition for their ad inventory. Instead of working with one ad network, publishers can access hundreds of demand sources simultaneously. SSPs provide tools for inventory management, price optimization, brand safety controls, and detailed reporting to help publishers make data-driven monetization decisions.

How to Calculate

SSP performance is measured through: eCPM = (Revenue ÷ Impressions) × 1000, Fill Rate = (Filled Requests ÷ Total Requests) × 100%, Revenue = eCPM × (Impressions ÷ 1000), and Auction Win Rate = (Won Auctions ÷ Total Auctions) × 100%.

Industry Benchmarks

Best Practices

Set appropriate floor prices to maintain inventory value while not restricting demand. Use header bidding to increase competition and eCPMs. Implement brand safety filters to maintain content quality. Monitor performance across different demand sources and optimize based on revenue per thousand impressions (RPM).

Examples

A news publisher integrates an SSP and sees 35% revenue increase by accessing programmatic demand alongside direct sales. A mobile app developer uses SSP's real-time optimization features to automatically adjust floor prices, improving eCPM from $2.10 to $3.40.

Notes

Major SSPs include Google Ad Manager, Amazon Publisher Services, PubMatic, and Magnite. SSPs typically charge a revenue share (10-20%) rather than fixed fees. Header bidding has become a crucial feature for maximizing competition and revenue from premium inventory.