Advertising
Supply-Side Platform (SSP)
A supply-side platform is technology used by publishers to manage, sell, and optimize their available ad inventory across multiple ad exchanges and demand sources. SSPs help publishers maximize the revenue generated from each ad impression.
Examples
A news publisher connects its ad inventory to an SSP that auctions each impression to dozens of demand sources simultaneously, achieving higher CPMs than direct sales alone.
Best Practices
Set appropriate floor prices, enable header bidding for maximum competition, and regularly review which demand partners deliver the best fill rates and CPMs.