Supply-Side Platform (SSP)

A Supply-Side Platform (SSP), also known as a sell-side platform, is a technology system used by online publishers to manage, sell, and optimize their available Ad Inventory in an automated and efficient way. SSPs connect publishers' inventory to multiple Ad Exchanges, Ad Networks, and Demand-Side Platforms (DSPs) simultaneously, allowing them to offer their ad space to a wide range of potential buyers. This helps publishers maximize their ad revenue by creating competition for their inventory, often through real-time bidding (RTB). SSPs are a key part of the Programmatic Advertising ecosystem.