Supply-Side Platform SSP
SSP is a technology platform or software that manages a publisher’s ad impression inventory across multiple ad exchanges. SSPs are effective marketing tools because they automate and optimize the sales of a publisher’s media space, helping to fill it with ads and generate revenue.
SSPs help publishers automate the selling, managing, and optimizing of their ad inventory on the web and on mobile devices.
Before SSPs, publishers needed to manually manage and sell their ad space; however, this left them unable to scale their selling processes and guarantee that ad spaces were filled.
At first, publishers used supply-side platforms to fill leftover inventory at lower prices. However, today SSPs are responsible for the programmatic selling of all ad inventory.