Supply Side Platform
A Supply Side Platform (SSP) is a software platform used by publishers and app developers to manage, sell, and optimize their digital advertising inventory (e.g., ad spaces on websites, mobile apps, or video content) in real-time. It automates the process of connecting publishers with multiple ad exchanges, demand-side platforms (DSPs), and advertisers to maximize revenue through programmatic advertising. SSPs provide tools for inventory management, yield optimization, and data analytics to help publishers efficiently monetize their content.
Developers should learn about SSPs when working in digital advertising, ad tech, or media industries, as they are essential for building or integrating ad-serving systems, optimizing revenue streams, and implementing programmatic ad auctions. Use cases include developing publisher-side ad tech solutions, creating custom ad servers, or working on data-driven optimization algorithms for ad placements. Understanding SSPs is crucial for roles involving real-time bidding (RTB), header bidding, or ad inventory management in web and mobile applications.