Key Takeaways

• Demand partners are companies that bring advertisers (demand) to publishers' ad inventory

• They compete to buy your ad space, often through real-time bidding systems

• Common types include SSPs, DSPs, ad networks, and direct advertiser relationships

• More demand partners typically means higher revenue through increased competition

• The right mix of partners depends on your traffic volume, audience, and content type

What Are Demand Partners (In Plain English)?

If you're new to ad monetization, you've probably heard the term "demand partner" thrown around a lot, but what exactly does it mean?

Think of your website or app as a mall with empty storefront spaces. You want businesses (advertisers) to rent these spaces, but you don't have time to talk to each potential tenant individually. That's where demand partners come in - they're like the real estate agents who bring potential tenants to your mall.

In ad tech terms, a demand partner is any company that has advertisers willing to buy your ad inventory. They connect publishers (you) with advertisers who want to display their ads on your site or app.

As Ryan McConaghy from HeaderBidding.com explains, "Demand partners are crucial in the programmatic advertising ecosystem. They connect publishers with advertisers, enabling the efficient buying and selling of digital ad inventory."

Types of Demand Partners You Should Know

Not all demand partners are created equal. Here are the main types you'll encounter:

Supply-Side Platforms (SSPs)

Despite the confusing name (shouldn't they be called Demand-Side Platforms?), SSPs are definitely demand partners. They connect your inventory to multiple buyers and help you manage and optimize your ad space.

Popular SSPs include:

• Google Ad Manager

• Magnite (formerly Rubicon Project)

• PubMatic

• OpenX

• Xandr (formerly AppNexus)

Demand-Side Platforms (DSPs)

DSPs are technology platforms that advertisers use to buy ad inventory. According to Setupad, "Demand-side platforms like Google Display & Video 360, Xandr, MediaMath, and Adobe Advertising Cloud are some of the best DSPs in adtech."

In header bidding setups, DSPs can connect directly to your inventory, making them demand partners too.

Ad Networks

Ad networks aggregate inventory from many publishers and sell it to advertisers. They're often easier to work with for smaller publishers.

Examples include:

• Google AdSense

• Media.net

• Adthrive

• Mediavine

• Amazon Publisher Services

Direct Advertisers

Some big advertisers might want to work with you directly without going through a middleman. These direct relationships can be lucrative but require more management on your part.

Why More Demand Partners Usually = More Money

Having multiple demand partners bidding on your inventory creates competition, which typically drives up prices. It's like having multiple buyers interested in the same house - the seller usually benefits.

This is the basic principle behind header bidding, which allows multiple demand partners to bid on your inventory simultaneously before the ad server makes a decision.

According to a recent study by AdPushup, publishers who increased their demand partners from 5 to 10 saw an average revenue increase of 30-40%.

How to Choose the Right Demand Partners

Not every demand partner will be right for your site. Here's how to choose wisely:

1. Consider your traffic volume - Some premium partners have minimum traffic requirements

2. Look at their advertiser relationships - Partners with relevant advertisers for your niche will perform better

3. Check payment terms and reliability - Net-30 vs Net-60 can make a big difference to cashflow

4. Evaluate tech requirements - Some partners need more complex integrations than others

5. Assess ad quality standards - Will they run ads that might annoy your users?

Marcel Hookstra, a monetization specialist at Snigel, recommends "starting with 3-5 demand partners and gradually adding more while measuring the incremental revenue each new partner brings."

Common Mistakes Publishers Make with Demand Partners

Even experenced publishers make these mistakes:

1. Adding too many partners at once - This can slow down your site and make it hard to identify what's working

2. Not monitoring performance - Each partner should be regularly evaluated

3. Ignoring user experience - More ads isn't always better if it drives users away

4. Setting and forgetting - The ad landscape changes constantly; your strategy should too

Getting Started with Your First Demand Partners

If you're just starting out, here's a simple approach:

1. Begin with an easy-to-implement partner like Google AdSense

2. Once you understand the basics, add a header bidding wrapper like Prebid

3. Gradually add 2-3 additional demand partners

4. Monitor performance and user experience metrics

5. Adjust your strategy based on data, not guesswork

The Bottom Line

Demand partners are essential players in the ad tech ecosystem who bring advertisers to your inventory. The right mix of partners can significantly boost your revenue, but finding that perfect balance requires experimentation and ongoing optimization.

Remember, the goal isn't just to maximize revenue today, but to build a sustainable monetization strategy that balances earnings with user experience.

Have questions about demand partners or need help choosing the right ones for your site? Drop a comment below or reach out to our team!

This article is part of our Monetization Minis series, designed to help publishers understand key concepts in digital advertising and monetization.