A Supply-side platform (SSP) is an advertising technology platform that enables digital media owners to sell their inventory to advertisers and marketers. SSPs and DSPs play a key role in the programmatic buying ecosystem.
An SSP platform like a DSP is connected to an exchange. Through the exchange, the SSP has the capability to understand the bid range, make available a specific set of ad inventory on the publisher's website and get a deeper understanding of the target audience.
An SSP helps a publisher sell their ad inventory to a number of buyers at the highest possible price.
The advertising ecosystem can be complex and confusing. Fortunately, the SSP side is straightforward and easy to integrate.