What is a Supply Side Platform? Supply Side Platform is an automated solution service in Programmatic Advertising where the owner of Websites and Mobile Apps or Publishers can sell their Ad Inventories, Manage the Pricing of those Ad Inventories and Monetize the Ad Locations.
Features and Usages of SSPS:
Supply Side Platform Usage: It is used for displaying all variety of Ads including Static, Dynamic, Native, Video , Rewarded and Interstitial Ads while coordinating the management , supply and distribution of ad inventory as per demand.
Digital Advertising and SSPs: In Real Time Bidding as discussed in Part 2 of Programmatic Advertising Series , SSPs play a pivotal role in online advertising. SSPs connect with Ad Exchanges, Data Management Platform , CDPS and Demand Side Platform for management of sales of Ad Inventory and optimum monetization of the Ad Inventory.
Management of Multiple Ad Network Wise Monetization Via SSPs: SSPS help in monetization and management of Ad Inventories via Multiple Ad Networks which also helps in providing higher yield.
SSPS under Real Time Bidding: Sell Side Platform are connected with Demand Side Platform for getting more demand on Real Time Bidding Platform.
Geo Targeting Via SSPS-Geo Targeting via demand side platform can be done when the Ad Campaigns are to be run in a Particular Ad Location on Publisher Site and Mobile App.
Audience Segmentation : Audience Buckets can be created via SSPs if the Advertisers wants to target a particular Audience for running the campaign.
Unique User Segmented Campaigns: Unique User Segmented Campaigns can also be run via SSP.
Header Bidding– Header Bidding Campaigns involve getting bids for a single platform via Multiple DSPs which is possible via Header Bidding and also Header Bidding Technologies like Pre-Bid and Rapper ca be seamlessly integrated on SSPS.
Direct Ad Campaigns: Direct Ad Campaigns can be directly served Via SSPs where the campaigns are directly bought and the payment is directly made to Publishers and creatives are shared with the Publishers and the campaign is run as per Priority.
Blocked Category Activation under Inventory Protection: SSPS Provide Publishers an option of restricting serving of Blocked Category Advertisements on their Website or Mobile App by blocking those categories so that such ads are not served .It also adds to inventory brand protection.
Unified Dashboard for Reporting: SSPs provide unified dashboard for reporting and fetching historical data of performances inventory wise, ad network wise, ad exchanges wise. It also helps in assessing the yield received.
Process of Ad Serving via SSPS
- Publisher Website and Mobile App is listed on SSP.
- When the Page of Publishers Loads , it simultaneously sends an ad request to multiple Ad exchanges , and DSPS for serving Ads.
- The DSPS have already placed Bids on Publishers properties which get served in Real Time Bidding.
- The Bids which are highest and win are delivered via Sell Side Platforms.
Major Supply Side Platforms available:
- Google Ad Exchange/GAM – The largest and the Biggest SSP with maximum demand is Google undoubtedly. At Present Google Ad Exchange is the leader in terms of market share in SSP Revenue.
- PubMatic- It is also one of the renowned SSPS in the market .The Services and the solutions provided by PubMatic are quite seamless.
- App Nexus.
- OpenX
- Rubicon
