Supply-side platform (SSP)

A Supply-side Platform (SSP) is a software platform that enables publishers to manage, optimize and sell their digital advertising inventory through one or more ad exchanges and other programmatic marketplaces.

How it works
An SSP helps publishers maximize the value of their advertising inventory by managing floor prices, preferred deals, private marketplaces (PMPs), programmatic guaranteed deals and open auctions. Based on the publisher's settings, the SSP makes available ad impressions accessible to eligible buyers.

SSPs represent the publisher side of the programmatic advertising ecosystem. On the advertiser side, Demand-side Platforms (DSPs) enable advertisers and media agencies to automatically purchase available ad impressions. Together, SSPs, DSPs and ad exchanges form the core of programmatic advertising.

Examples of SSPs include Google Ad Manager, Magnite, PubMatic, Index Exchange and OpenX.