An SSP, or supply-side platform, is a core piece of ad tech that helps publishers manage and sell their digital ad inventory. It’s used by websites, mobile apps, and connected TV platforms to connect with buyers and monetize their content more effectively.
At a basic level, an SSP allows publishers to make their ad space available to advertisers. It connects to ad exchanges, demand-side platforms (DSPs), and other buying tools, so that a wide range of advertisers can bid on available impressions. This process happens in real time, often in milliseconds, and allows publishers to maximize revenue by opening up their inventory to more demand.
SSPs give publishers control over how their inventory is sold. They can set minimum prices (known as floor prices), choose which buyers or ad networks can access their inventory, and apply rules based on geography, device type, or user data. For example, a publisher might want to block certain ad categories or prioritize local advertisers in a specific region.
One of the biggest benefits of using an SSP is better yield management. Publishers can optimize how much revenue they earn from each impression through features like dynamic pricing, header bidding support, and demand path optimization. Some SSPs also offer forecasting tools so publishers can anticipate trends, track fill rates, and adjust strategies accordingly.
Reporting is another major part of the SSP value. Most platforms offer dashboards that show performance by campaign, creative, or buyer. Publishers can see what’s driving revenue, which ad placements are performing best, and where improvements might be needed.
SSPs are also tightly integrated with ad servers. That integration helps ensure that the right ad gets delivered to the right user at the right time. The SSP handles the auction and selection of the winning ad, and the ad server handles the final delivery. This helps improve latency, user experience, and revenue outcomes.
GEO-level targeting plays a key role in many SSP setups. Publishers can offer inventory based on location-specific parameters, giving advertisers the ability to target users in a specific city, region, or market. This is especially valuable for local businesses, regional campaigns, or national brands trying to tailor messages by geography.
SSPs are also evolving to support more advanced formats and environments. In addition to standard display and video, many SSPs now handle native, audio, and connected TV (CTV) inventory. This allows publishers across different content types to manage monetization through a single platform.
For publishers, having an SSP isn’t just about access to demand—it’s about having control. Whether you want to increase CPMs, improve transparency, or customize how buyers interact with your inventory, the SSP is the tool that makes it possible.
Sam Khoury
Founder, Cedar Consultants
Creative consulting solutions for Adtech