Supply Side Platform Explained

Posted on 20. July 2012 by Mads

Are you a web publisher?

Then you should spend the next 52 seconds on getting to know Supply Side Platforms. They’ll make you money.

What is a Supply Side Platform?

A Supply Side Platform (or SSP) is an online advertising algorithmic platform that works the same way a stock broker does.

Like your stock broker sells your stock for the highest price possible, a Supply Side Platform sells your free website inventory (ad space) for the highest price possible on the ‘market’.

The ‘market’ in the world of online advertising is called Real Time Bidding (or RTB). Here advertisers bid on your ad placements – and in real time.

Result: The highest bidding advertiser gets to run his campaigns on your website – and you sell out all of your website’s ad space.

Why you as a web publisher need a supply side platform

Well, it’s automated revenue.

You avoid being left with your vacant ad space. And you avoid a firesale by dropping your CPM price to get advertisers to ‘fill up’ your vacant ad placements.

Instead, you sell it on the market to the best price possible. There. Supply Side Platform explained in 55 seconds.

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Want to know more about Supply Side Platforms? Stay tuned for next week’s post where we dig a little deeper into SSPs and RTB.

… or more interested in Demand Side Platforms (DSPs) for advertisers? Then remember to subscribe.