Finding the ideal Supply Side Platform (SSP) is like embarking on an exciting journey, filled with endless possibilities. In a sea of numerous SSP choices, picking one randomly is similar to navigating a maze blindfolded, which is not the most efficient method at all. Instead, the secret lies in identifying the best SSP that works seamlessly with your individual needs, enabling you to tap into the untapped potential of your ad revenues.
This article we’ll look at the most popular 15 SSPs for publishing companies in 2023. We will provide detailed analysis of their advantages and features. At the end of this article you’ll have a greater knowledge of these platforms, and will be able to make an informed choice on the most suitable SSP to meet your publishing requirements.
What is an SSP?
An SSP, also known as the Supply Side Platform, is an application of technology that assists publishers manage efficiently and maximize their ad inventory. It allows publishers to connect to various demand sources, including advertising networks, ad exchanges and demand-side platforms (DSPs). The principal purpose for an SSP would be to increase the revenue generated by publishers through making it easier to sell advertising impressions.
SSPs offer a centralized interface to publishers that allows them to manage their inventory of ads and set price rules and determine which advertisers are able to display ads on their sites. They enable programmatic advertising by allowing publishers access to an array of demand sources, and thus increase their ad fill rate.
One of the main benefits that is a key feature of an SSP is its capacity to simplify the process of selling ads. By automatizing the sale of ads publishers will reduce time and money which would otherwise be used in dealing with transactions and negotiations manually. This enables publishers to concentrate on producing quality content and engaging their audiences while the SSP manages the monetization element.
What are Supply Side Platforms function?
SSPs function by integrating with publishers via mobile apps or websites in order to access their advertising inventory. What exactly is the procedure work? Let’s explore the inside operations of SSPs.
When a visitor visits the website of a publisher’s website then the SSP is activated. It examines the available ads and determines the possibilities to display an advertisement for the visitor. These impressions are essentially window of opportunity eagerly waiting for relevant and captivating ads.
After an SSP is able to identify the ads It then sends bid requests to various demand sources. Demand sources referred to by their acronyms DSPs also known as Demand-Side Platforms serve as advertising companies’ entry point into the digital advertising marketplace. They permit advertisers to bid for ad impressions in real-time.
The place the real magic happens: that bidding frenzy. Advertisers from all over the digital world compete against one to compete for the chance to present their ads to the viewer. They put their bids in their DSPs by indicating the highest amount they’re willing to spend for a particular impression.
The SSP is equipped with sophisticated algorithms, reviews the bids in a lightning-fast speed. It analyzes numerous elements to determine the winner bid. Relevance of the advertisement, data from users and the pricing guidelines set by the publisher are all considered when evaluating bids.
What exactly is this implying for the advertiser? It ensures that their inventory of ads is designed to maximize revenue production. The algorithms of the SSP work hard to determine the most lucrative advertisement that is in line with the publisher’s goals as well as the interests of the user. This guarantees that the user is provided with a message that is useful but also relevant.
However, it doesn’t end there. Everything from the moment a user visits the publisher’s website until the final ad being shown takes place in real-time. It usually happens within milliseconds. This type of bidding, known as RTB permits rapid and instantaneous decision making that ensures users are delivered with the best and most captivating advertisement available.
If you encounter an ad exploring an website as well as using a smartphone application take note that in the background, An SSP has been working in a frantic manner to maximize the inventory of ads and provide an unrivaled advertising experience for both the publisher as well as the user.
SSP Features and Benefits
SSPs (Supply-Side Platforms) are a powerful tool that provide a range of benefits and features, allowing publishers to simplify their advertising processes and maximize the potential of their revenue.
Let’s look at the most important advantages and benefits that SSPs provide to businesses:
1. Ad Inventory Management
One of the most important features that distinguish SSPs is their capacity to provide publishers with powerful inventory management tools. They help publishers sort and organize their ad inventory in a way that is efficient. By having a complete overview of the ad spaces they have available they can have greater control over the ads displayed on their sites. This control level ensures that ads match their brand and audience target which ultimately improves your user’s experience.
2. Real-Time Reporting
SSPs provide publishers with detailed and real-time reporting options that provide valuable information about their performance in ad placement revenue, as well as other important metrics. Publishers have access to extensive data that lets them analyze the performance of their ads in various ways including click-through rates, impressions and conversion rates. Armed with this information publishers can make decision-based decisions based on data to improve their advertising strategies and increase the revenue potential of their ads.
3. Yield Optimization
Optimizing yield is an essential aspect of monetizing ads, as SSPs have a great record in this particular area. By utilizing sophisticated methods, SSPs automatically optimize ad inventory to make sure that publishers get the most possible earnings from every impression. By constantly adjusting the placement of ads along with formats, targeting, and parameters, SSPs assist publishers to find the perfect balance between the user satisfaction and the generation of revenue. This process of optimization intelligently allows publishers to maximize the potential of their inventory and to achieve greater revenue growth.
4. Header Bidding
SSPs have transformed the advertising industry through the introduction of head bidding technology. Header bidding lets publishers sell their advertising inventory to multiple demand sources at once such as ad exchanges advertising networks, as well as direct advertisers. Through facilitating an open and fair competition between the various demand sources head bidding greatly increases the chance of getting higher prices for ads. This revolutionary technology has proved to be a game changer for publishers since it increases their revenues through ensuring that every impression is shown to the most lucrative demand source.
5. Brand Safety
Brand safety is the top goal for publishers. SSPs are essential in ensuring that the ads they display on their websites are aligned in line with the brand values. SSPs provide powerful equipment and tools that permit publishers to block out unsuitable or unprofessional ads. By taking strict brand security measures, publishers are able to protect their reputations and provide an enjoyable and secure user experience for their customers. SSPs continually examine and evaluate ad content to ensure that it is in line with industry standards, and also protect publishers from brand harm.
From effective inventories management to real-time reports, the optimization of yield, bidding on headers and brand security strategies, SSPs empower publishers to unleash their full potential in revenue and ensure sustainable growth in a extremely competitive digital advertising environment.
What makes SSP Different from Other Programmatic Advertising Systems?
Although SSPs and other systems for programmatic advertising have similar goals however, there are a few fundamental differences that distinguish SSPs distinct from other advertising systems:
Focus on Publishers:
SSPs are specifically designed for publishers, and they prioritize their requirements. They give publishers the tools to maximize their ad inventory and manage demand sources and boost revenues. On the other hand other advertising programs might be more focused on meeting advertisers’ requirements.
In the field of programsmatic advertising systems, SSPs stand out for their unwavering attention to publishers. They have been specifically created to meet the requirements of publishers and ensure that they have the tools and resources needed to manage their inventory of ads and maximize revenue. SSPs recognize that publishers are the core of the advertising industry, and their performance is vital to the overall performance for the entire system.
Based on a publisher-centric model, SSPs offer a wide variety of functionalities and features which are designed to the unique needs of publishers. These tools let publishers improve their advertising inventory, ensuring that most relevant ads are presented to the correct users at the appropriate moment. With these capabilities, SSPs empower publishers to have complete control over their advertising strategies and maximize their income potential.
Direct Integration with Direct Integration with Ad Exchanges:
SSPs integrate directly with ad exchanges as well as demand sources which allows publishers to connect with more suppliers and marketers. This integration is essential for maximising revenue and ensuring that publishers are able to efficiently make money off their ads.
One of the most notable advantages that distinguishes SSPs are their seamless connection to demand sources and ad exchanges. This allows publishers to access an extensive network of demand partners and advertisers increasing their reach and increasing potential revenue. By connecting publishers directly to advertising exchanges, SSPs remove intermediaries that are not needed making the process more efficient and providing publishers with immediate access to profitable advertising opportunities.
Additionally this direct integration enables publishers to take advantage of the benefits of real-time bidding (RTB), an innovative technology that allows advertisers to bid for ad impressions in real-time. RTB guarantees that publishers get the best bids possible for their inventory of ads and maximize the potential for revenue. With SSPs helping to facilitate this integration directly that allows publishers to monetize their advertising inventory efficiently and create additional revenue sources.
Advanced Optimization Algorithms:
SSPs employ sophisticated algorithms to analyse large data, audience information, and other aspects to maximize the amount of ads available. They ensure the correct advert is shown to correct user at the appropriate time, thus maximizing the revenue of publishers.
SSPs use advanced optimization techniques to refine the distribution of ads to maximize the revenue of publishers. These advanced algorithms evaluate an array of data points that include information about audience and bid data such as historical performance, and other contextual data to determine the best advertisement to show to every person. Utilizing the algorithms they employ, SSPs ensure that publishers are able to deliver precise and relevant advertisements to their customers and result in higher engagement and a rise in revenues.
The optimization algorithms consider a variety of factors like demographics of users as well as browsing habits and preferences, to provide an ad experience that is customized for every single person. By delivering ads that are in line with the preferences and interests of their users, SSPs improve the overall experience for users and result in higher efficiency for marketers. This is, in turn, beneficial to advertisers by enhancing its value for their advertising inventory and increasing their revenue.
Five Tips to help you pick the right Supply-Side Platform
The proliferation of different Supply Side Platforms (SSP) in the marketplace makes it difficult to determine which one is suitable for your publishing business most effectively. Here are some essential guidelines to help you choose the right SSP for your needs:
1. In the first place, Supply Side Platforms are predominantly technology companies who build and manage platforms and assets. In this vast market that is comprised of major players, and the regulations of Google, Facebook, and other companies, publishers must never compromise on any kind of platform. It is essential that publishers select the platform that is focused on real-time data, since the exact, granular, exact, and current statistics are the foundation of any right choice in the world of ad technology.
2. Demand fluctuates frequently and publishers continue to receive various offers from different Ad Networks or Ad Agencies. Therefore, it is imperative that an SSP (Supply Side Platform) should have an ad server that was designed with the easy integration of new demand-side platforms with this in mind. The SSP should also be looking for demand sources that are high-quality and be able to connect and play their tags onto the site of the publisher without wasting time.
3. Also, it is crucial that the SSP utilizes the latest technology in their systems to ensure brand security. Brand safety is a major concern for publishers lately and SSPs that are integrated with brand safety tools on the marketplace, such as TheMediaTrust, Forensic, and DoubleVerify could be in a position to safeguard their Publishers as well as their demand sources from threats. Additionally it is suggested that the SSP must be integrated with tools that permit publishers to determine the rates of viewability for their advertising placements, since they could improve their inventory efficiency.
#4: The publisher should select an SSP that has a simple implementation procedure. One that doesn’t require the publisher to employ an development team to implement the application is extremely advantageous. If the software is difficult to use or does not offer the publisher detailed standard operating procedures for use, and an avenue for support to address any questions regarding implementation, it will not bring many benefits for the publisher.
5: Not the last last is that the SSP must offer a quick as well as secure header Bidding Solution that integrates to their tagged. Header Bidding is a new trend in of the Ad Tech industry, but it’s growing continuously. There are numerous innovations and new features being added every day. This allows publishers to sell their inventory on an impression basis at the top quality, and could add lots of potential value to existing revenue of publishers.
But, the webmaster must be aware this: the Header Bidding solution being offered isn’t a standard configuration. It has to incorporate a number of functions and ensure that it does not affect the loading speed of their websites. Check out the MonetizeMore PubGuru Bidding on Header service which comes with minimal management and high performance.
10 BEST SUPPLY SIDE PLATFORMS
Google Ad Manager
Google Ad Manager is the most well-known SSP that combines the potential of programmatic advertising as well as Google’s vast advertiser network. It provides publishers with a complete range of tools for managing and monetizing their advertising inventory.
The platform offers access to an array of supply sources such as Google Ads, allowing publishers to reach a broad range of advertisers. Google Ad Manager offers advanced capabilities such as dynamic allocation, ad targeting and real-time reporting. It gives publishers the tools needed to increase their revenue from advertising.
Furthermore, Google Ad Manager provides seamless integration with Google AdSense and Google AdSense, making it easier for publishers using AdSense to switch to programmatic ads and boost the revenue potential of their business.
OpenX is a top SSP (Supply-Side Platform) in the field of programmatic advertising. With its advanced optimization algorithms and sophisticated capabilities for targeting, OpenX has established itself as a reliable solution for publishers seeking to maximize their profits.
One of the main advantages that is a key feature of OpenX are its live bidding as well as header bidding options. These solutions allow publishers to connect to many demand sources at once which allows them to attain better ad fill rates as well as boost their revenue overall. Through the use of real-time bidding, publishers are able to connect with a broad array of advertisers and maximize their inventory of ads in real-time and ensure maximum profit.
OpenX’s analytics and reporting tools are a valuable resource for publishers. They provide comprehensive insights on ad performance as well as revenue and engagement. Publishers can use this information to make informed choices and improve their advertising strategies according to their needs. Utilizing these analytics based on data, advertisers are able to detect trends, target particular segments of the audience, and improve their strategies for monetization to get the most effective results.
Xandr previously called AppNexus, is a well-known SSP that provides publishers with an array of tools to help them manage and make money from their ad inventory. The platform offers sophisticated bidding as well as optimization tools which allow publishers to grow the amount of revenue they earn by selling impressions to the most expensive advertisers.
The platform also comes with new features, such as audience segmentation and targeted advertising which allow the publishers to target their intended audiences more efficiently. With its real-time reporting as well as analytics, publishers are able to get valuable insight on their advertising performance and make educated decisions to maximize their earnings potential.
Sovrn can be described as an SSP focused on empowering publishers by providing a variety of monetization options. It offers header bidding that allows publishers to connect to several demand sources simultaneously and boost the competition for their advertising inventory.
Sovrn’s user-friendly tools for publishers and its intuitive interface makes it simple for publishers of any size to manage their ad campaigns efficiently. It also offers detailed reports and analytics that help publishers assess their ad’s performance and find areas of improvement.
SpotX is another top SSP that provides publishers with an array of highly effective ad tools for monetization. With SpotX publishers have access to an international marketplace of advertisers as well as demand sources, thus maximizing their revenues potential.
The platform offers header bidding services and real-time reports, which allow publishers to improve their ad inventory and make informed decisions. SpotX also provides a variety of formats for ads, including video and CTV that allow advertisers to expand their advertising options and reach their audience across a variety of channels.
Index Exchange is a solid SSP (Supply-Side Platform) because of a variety of key elements.
It has an efficient and robust infrastructure that is able to handle large volume of transactions that are programmatic in a timely manner. The advanced technology allows for the bidding process is in real-time and seamless serving, resulting in maximum revenue for publishers.
Second, Index Exchange offers comprehensive reports and analytics for data which allow publishers to make better choices and improve their strategies for monetization. Additionally, the platform has an extensive range of demand partners who are premium that provide access to a variety of and top-quality demand sources. Index Exchange prioritizes transparency and brand security by implementing strict security measures to guard inventory owned by publishers and to ensure an enviable ecosystem.
Finally the team of support is quick to respond, helping build solid relationships and ensuring that the operation runs smoothly. Overall Index Exchange’s technical prowess and data-driven strategy, as well as its strong demand partnerships, openness, and dependable support makes it an excellent choice for a SSP.
Magnite stands out in comparison to other SSPs because of a variety of distinct characteristics. Its focus on video advertising is what sets Magnite apart. Magnite is a specialist in providing high-quality video inventory that allows publishers to profit from the increasing popularity of video ads. This particularization allows Magnite to provide advanced formats for video ads including targeting options, targeting options, as well as optimization capabilities, thus maximizing earnings potential for publishers operating within the video market.
Additionally, Magnite’s head bidding system, dubbed Prebid is highly regarded in the field. Prebid is an open source header bidding wrapper that enables publishers to connect multiple demand sources at the same time and result in increased market competition and better yields for their inventory. The technology lets publishers have access to a wide range of demand partners, which can lead to a better monetization process and improved performance.
PubMatic makes use of advanced technology in programmatic to improve the delivery of ads and boost the revenue of publishers. The sophisticated algorithm and bidding in real time features ensure that the correct advertisements are presented to the correct people at the right moment, which leads to better performance in monetization.
In addition, PubMatic prioritizes transparency and brand security. It takes stringent steps to stop fraudulent activities as well as issues with quality of ads and ensure a safe environment for both advertisers and publishers. Through ensuring brand security standards, PubMatic protects publishers’ inventory and ensures the security and integrity of the digital assets.
Amazon Publisher Services (APS)
Amazon Publisher Services (APS) provides a variety of unique advantages to publishers that differentiate it in comparison to others SSPs (Supply-Side Platforms). For one, APS provides access to Amazon’s enormous and highly profitable advertising demand, which includes Amazon Advertising as well as Amazon DSP. This opens an enormous pool of high-quality demand, which allows publishers to earn money by partnering with top advertisers, and possibly increase their revenues.
Second, APS leverages Amazon’s advanced machine learning and AI capabilities to improve the delivery of ads and increase yield for publishers. Through the use of advanced technology, APS can deliver highly relevant and customized advertisements to the appropriate audience at the right moment increasing engagement and revenue potential.
Furthermore, APS offers seamless integration with Amazon’s ecosystem for advertising, which includes services like Amazon Publisher Services Header Bidding (formerly called Transparent Ad Marketplace or TAM) and Unified Ad Marketplace (UAM). These integrations simplify managing and monetizing advertising inventory and provide publishers with a single and effective solution.
Sharethrough specialises in native ads and has a platform that lets publishers earn money from their inventory via native advertising places. Sharethrough’s SSP assists in the purchase and sale of native ad inventory connecting publishers to demand partners, such as agencies and advertisers. With a focus exclusively on native ads, Sharethrough provides publishers with tools and solutions for integrating native advertisements into content to provide an improved and seamless user experience.
With it’s SSP, Sharethrough helps publishers maximize their native advertising inventory, increase revenue as well as provide relevant and targeted native ads for their customers.
SSPs can be a valuable instrument for publishers to optimize and manage their inventory of ads efficiently. Through automating selling processes, connecting to various demand sources, providing pricing control and useful insights, SSPs help publishers to increase their profits and concentrate on creating interesting content that is appealing to their target audience.
Reference : Monetizemore