Browse Definitions :
Definition

supply-side platform (SSP)

A supply-side platform (SSP) is a software system that allows publishers to offer their available inventory  to ad exchanges and demand-side platforms (DSP)s. In this context, supply side refers to the supply of advertising space, which is what the publisher is offering. The publisher is typically a website owner but could also be an app developer.

SSPs and DSPs are two entities involved in  programmatic advertising, which automates processes around purchase and placement of ads through real-time bidding (RTB). Based on criteria established by advertisers and publishers, such as channels, audience characteristics and purchase options, RTB makes it possible for impressions to be offered and bid on and the winning ad placed, all in the time it takes for a user-requested page to load.

A demand-side platform (DSP), the counterpart to the SSP, is software that allows an advertiser to buy inventory from ad exchanges and manage advertising campaigns.

The Internet Advertising Bureau provides an introduction to how real-time bidding works:

This was last updated in February 2017

Continue Reading About supply-side platform (SSP)

Networking
  • Network as a Service (NaaS)

    Network as a service, or NaaS, is a business model for delivering enterprise WAN services virtually on a subscription basis.

  • network configuration management (NCM)

    Network configuration management is the process of organizing and maintaining information about all of the components in a ...

  • presentation layer

    The presentation layer resides at Layer 6 of the Open Systems Interconnection (OSI) communications model and ensures that ...

Security
  • crypto wallet (cryptocurrency wallet)

    A crypto wallet (cryptocurrency wallet) is software or hardware that enables users to store and use cryptocurrency.

  • zero-day (computer)

    A zero-day is a security flaw in software, hardware or firmware that is unknown to the party or parties responsible for patching ...

  • backdoor (computing)

    A backdoor attack is a means to access a computer system or encrypted data that bypasses the system's customary security ...

CIO
HRSoftware
  • team collaboration

    Team collaboration is a communication and project management approach that emphasizes teamwork, innovative thinking and equal ...

  • employee self-service (ESS)

    Employee self-service (ESS) is a widely used human resources technology that enables employees to perform many job-related ...

  • learning experience platform (LXP)

    A learning experience platform (LXP) is an AI-driven peer learning experience platform delivered using software as a service (...

Customer Experience
  • marketing stack

    A marketing stack, also called a marketing technology stack, is a collection of technologies used by marketers to perform, ...

  • social media influence

    Social media influence is a marketing term that describes an individual's ability to affect other people's thinking in a social ...

  • headless commerce (headless e-commerce)

    Headless commerce, also called headless e-commerce, is a platform architecture that decouples the front end of an e-commerce ...

Close