Ad-tech

SSP (supply-side platform)

Publisher-side ad-tech platform that connects inventory to demand.

An SSP (supply-side platform) is the publisher-side ad-tech platform that connects publisher ad inventory to demand-side bidders (DSPs). Major SSPs: Google AdX (now part of GAM), Magnite (Rubicon + Telaria + SpotX merged), PubMatic, Index Exchange, OpenX, Sharethrough. SSPs take a 10–30% cut of the cleared price.

Example

News publisher's revenue mix: 38% AdX, 22% Magnite, 14% PubMatic, 12% Index, 14% other — wide diversification protects against a single SSP downturn.

Related terms

DSP (demand-side platform)
Advertiser-side platform that programmatically buys inventory across SSPs.
Header bidding
Publisher-side auction that calls multiple SSPs in parallel before AdServer.