Key Takeaways

• An SSP (Supply-Side Platform) is technology that helps publishers sell their ad space automatically

• SSPs connect publishers to multiple buyers through real-time auctions

• Publishers use SSPs to get better prices and fill rates for their ad inventory

• SSPs are the opposite of DSPs (Demand-Side Platforms), which advertisers use to buy ads

What Actually is an SSP?

If you're new to the publishing world, you've probly heard the term "SSP" thrown around in meetings or seen it in articles. But what the heck is it?

SSP stands for Supply-Side Platform. In plain English, it's technology that helps website owners and app developers (publishers) sell their ad space to advertisers automatically and for the best possible price.

Think of an SSP as your automated sales team that works 24/7, connecting your available ad space to potential buyers and conducting super-fast auctions to get you the best deal every time someone loads your page.

How SSPs Work in Practical Terms

When a visitor lands on your website, something fascinating happens in milliseconds:

1. Your SSP identifies that you have an ad slot available (the "supply")

2. It sends this opportunity to multiple ad exchanges and demand sources

3. Buyers bid on your ad space through real-time auctions

4. The highest bidder wins, and their ad appears on your site

5. You make money from the winning bid

All of this happens faster than you can blink. Literally. We're talking about 100-200 milliseconds here.

Why Publishers Need SSPs

You might wonder, "Can't I just sell ads directly or use something simple like AdSense?"

Sure you can. But here's why SSPs are kinda essential for serious publishers:

Access to More Buyers = More Money

An SSP connects you to multiple demand sources at once, ad exchanges, ad networks, and DSPs (more on those in a bit). More competition for your inventory typically means higher prices.

According to Criteo, publishers using SSPs can see revenue increases of 30-50% compared to working with limited demand partners.

Control and Transparency

With an SSP, you get tools to:

• Block certain ad categories or advertisers

• Set floor prices (minimum bids)

• See who's buying your inventory and for how much

Advanced Features That Matter

Modern SSPs offer features that make a real difference:

Header Bidding: Lets multiple buyers bid simultaneously rather than in a waterfall sequence, which Publift reports can boost revenue by 20-30%.

Yield Optimization: Algorithms that automatically adjust your floor prices based on historical data to maximize earnings.

Analytics: Detailed reports showing which ad units, formats, and pages earn the most.

SSP vs. DSP: What's the Difference?

People often mix these up, so let's clear the confusion:

They're basically opposite sides of the same coin. SSPs and DSPs talk to each other through ad exchanges, creating the marketplace where digital ads are bought and sold.

As Amazon Advertising explains, "SSPs help publishers sell, DSPs help advertisers buy."

Popular SSPs You Should Know

Some of the leading SSPs in the market include:

• Google Ad Manager (formerly DoubleClick for Publishers)

• Xandr (formerly AppNexus)

• Magnite (formerly Rubicon Project)

• PubMatic

• OpenX

Most publishers work with multiple SSPs to maximize their reach and competition for their inventory.

Is an SSP Right for Your Business?

If you're just starting out with a small blog, you might not need an SSP right away. Many publishers begin with Google AdSense, which is simpler but offers less control and typically lower revenue.

However, as your traffic grows beyond about 100,000 monthly pageviews, an SSP becomes increasingly valuable. The revenue boost can be significant enough to justify the more complex setup.

According to a study mentioned by ClearCode, publishers who switched from standard ad networks to SSPs saw average CPM increases of 30-40%.

The Bottom Line

SSPs might seem like just another piece of adtech jargon, but they're incredibly important tools for publishers who want to maximize their ad revenue. They create competition for your inventory, give you control over what appears on your site, and provide valuable insights to help you optimize.

As with most adtech, the landscape is always changing, but understanding SSPs is a fundamental stepping stone to mastering digital monetization.

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