In the programmatic ecosystem there are two sides. In one corner, you have the Publisher (that’s you!), who has available ad inventory on their website or app to monetize. On the other side, there are the advertisers, who want to buy ad space to display their campaigns. Years ago, this whole act for a publisher of selling ad inventory was handled manually. Now, it’s all automated and you can even earn more ad revenue than ever. How? Here’s where SSPs step into the programmatic advertising stage.
What is an SSP?
SSP stands for Supply-Side Platform, sometimes called Sell-Side-Platform, and it is an advertising technology platform used to make publishers’ life easier by helping them manage and sell their ad inventory. SSPs are one of the key players in the whole programmatic advertising ecosystem. For a publisher, the SSP is like a trusted friend with a knack for sales whom you ask to manage your ad space.
This technology platform is responsible for selling your ad inventory in real-time through an auction system known as Real-Time-Bidding (RTB). SSPs are in charge of selling your ad inventory to multiple Demand-Side Platforms (DSPs) so you can get the best CPM for it. CPM is the cost that advertisers are willing to pay to a publisher for everyone thousand ad impressions.
How does an SSP work?
In the ancient times of online advertising, publishers had to deal with the advertisers/brands themselves to sell their ad inventory. This was a very tedious and manual job that made publishers struggle to fill the majority of their ad units and maximize their full ad revenue potential. That is so last decade.
Nowadays, with programmatic advertising, publishers get to forget about the hassle of knocking on different doors one by one to sell their ad space. SSPs automate the process by handling the sale of ad inventory in ad exchanges. Ad exchanges are the virtual marketplaces where SSPs offer publisher’s available ad units and DSPs, the platforms that gather the demand from advertisers, bid for them.
This is how it works: the SSP connected to a publisher’s website gathers the ad inventory and presents it to multiple demand sources at the same time. The buyers compete in a real time auction where the higher bidder gets the ad unit. This way, it ensures the publishers gets the highest price for their ad space every time, maximizing their ad revenue.
What SSPs does Refinery89 work with?
At Refinery89 we work with over 25+ demand sources at the best CPM to help publishers maximize their ad revenue. The SSPs you can connect to easily through our award-winning Single Tag ad monetization solution are:
Adagio
AdaptMX
Adform
AdYouLike
Amazon
Blis
Colossus Media
ConnectAd
Conversant
Criteo
Equativ
Fluct
GPS
Gumgum
Invibes
Magnite
Media.net
Nexxen
Ogury
OneTag
OpenX
Opera
Outbrain
PubMatic
Exte
Rise Interactive
Seedtag
Sharethrough
SOVRN
Teads
The Media Grid
Triplelift
Weborama
Xandr
Want to connect to the best SSPs?
Forget about coding your way to the best SSPs in town. With our Single Tag solution, you can connect directly to our SSP partners in just a few easy steps that anyone can do (no programming skills required!). Additionally, you’ll have a team of programmatic advertising experts, who speak your own language, guiding you all the way! Hit us up to get started!
