Best Supply Side Platforms for Publishers


Supply Side Platforms (SSPs) are software tools that allow publishers to manage and sell their digital ad inventory in real-time to multiple demand-side platforms (DSPs) and ad networks. Gone are the days when demand for your inventory required shopping around for advertisers. Today, many of these processes are done through what we call programmatic advertising, which has made the buying and selling of inventory efficient, faster, and completely automatic. SSPs connect publishers to global demand, maximize pricing through inventory management strategies, as well as aggregate, consolidate, and manage their demand sources. Sophisticated algorithms connect you with multiple ad exchanges and demand-side platforms (DSPs), ensuring the highest possible bids and a consistent revenue stream. Since it is typical among publishers to use multiple SSPs (an average of 5.8 according to Adsterra), finding the best networks can hedge your bets by securing a greater pool of potential buyers.

SSP trends


Benefits of Supply-Side Platforms for Publishers


There are several benefits of using a Supply Side Platform (SSP) for publishers:

  • Increased revenue: SSPs enable publishers to access a large pool of demand partners. This can increase competition for their ad inventory and ultimately result in higher bids, thereby increasing ad revenue.
  • Improved efficiency: SSPs automate the process of selling ad inventory, reducing the amount of manual work required by publishers. This allows them to focus more on content creation and audience development.
  • Greater control over ad inventory: SSPs provide publishers with real-time insights into their inventory and the ad demand landscape. This allows publishers to make data-driven decisions about pricing and allocating their ad inventory.
  • Better targeting capabilities: SSPs provide publishers access to advanced targeting capabilities, such as contextual and behavioral targeting. This allows publishers to deliver more relevant ads to their audience, which can result in higher engagement rates and ad yeild.
  • Enhanced user experience: SSPs help publishers manage the frequency and placement of ads on their website, thus, ensuring that users are not bombarded with irrelevant or intrusive ads. This can help improve user experience and reduce the risk of ad blocking.
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AdMedia’s robust suite of ad formats and features ensures publishers have flexible, customisable options to effectively monetize their digital properties while maintaining a high-quality user experience.

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DiDNA is a Supply Side Platform (SSP) that helps publishers maximize ad revenue through its powerful programmatic technology and advanced data analytics. The platform optimizes inventory management by connecting publishers with multiple demand sources to ensure the best monetization opportunities.

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The Supply Side Platform, Pubmatic brings publishers unique demand with detailed analytics to ensure you full control of your opportunities and user experience across various channels and formats. It helps match premium demand to your inventory and drives optimized performance.

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Smaato's Supply Side Platform fully optimizes your monetization strategy, while curating your audience's experience accordingly and increasing revenue. It gives you intuitive tools needed with full flexibility and control to deliver good quality ad content.

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Sonobi is a Supply Side Platform that empowers publishers with advanced tools to manage and optimize their ad inventory. By leveraging proprietary technology, it facilitates direct connections with advertisers, ensuring transparent and efficient monetization strategies.

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Massarius operates as a Supply Side Platform (SSP) tailored for publishers, offering robust tools to manage and optimize digital ad inventory. Their platform integrates with various demand sources, providing publishers with access to premium advertisers and maximizing revenue through advanced yield management strategies.

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Ascendeum is a publisher-focused programmatic advertising platform that combines AI-powered optimization with human expertise. Offering comprehensive yield management solutions and 24/7 support, Ascendeum empowers publishers to maximize their ad revenue while maintaining full transparency and control.

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33Across provides publishers with a full suite of tools and solutions that can enable them to improve their advertising strategy and maximize revenue. With its innovative approach to identity-based advertising combined with user-friendly features and capabilities, 33Across is a perfect choice for publishers to help them navigate the constantly evolving digital advertising landscape. With 33Across, publishers can optimize their monetization efforts and deliver impactful advertising experiences that resonate with their audiences.

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CPM Star is a specialized ad platform for gaming and entertainment, offering real-time bidding, diverse ad formats, and flexible integrations to help game-focused publishers maximize revenue.

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ADman Media is a programmatic ad platform specializing in premium video placements, helping publishers in Spain and Latin America boost revenue through optimized visibility and engagement. With targeted distribution, real-time optimization, and a robust demand pool, it’s a go-to solution for regional video monetization.

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How to Choose the Best Supply Side Platforms for Publishers?


The SSP market landscape has no dearth of options for publishers, it ultimately comes down to choosing the best one for your monetization needs and audience. Here are a few key points to consider before you jump in:

  • Demand Partners: When considering a Supply Side Platform, it is important to consider its relationships with demand partners, including ad networks, agencies, and advertisers. The extent of these relationships can have a significant impact on your monetization efforts. The SSP should integrate with various ad exchanges to offer you the best demand sources.
  • Header Bidding: For publishers, it is imperative that the chosen Supply Side Platform provides a fast and reliable Header Bidding solution seamlessly integrated with their tags. Header bidding can give you access to premium demand and private marketplace deals, enabling publishers to negotiate better terms and higher CPMs.
  • Ad Formats Supported: Ensure the supply side platform supports the ad formats you want to offer advertisers.
  • Targeting Capabilities: Targeting capabilities is also a factor worth considering. An SSP with advanced geo, demographic, and behavioral targeting would ensure better success rates by reaching the most relevant users.
  • Data Analytics and Reporting: The platform should provide detailed performance analytics and reporting to help you optimize your strategies and inventory.
  • User Interface: Easy campaign management makes things a lot quicker. The platform should have an easy-to-use dashboard to allow access to key points and smart inventory management.
  • Support: Reliable customer support should also be a deciding factor. A responsive platform can resolve issues or questions as soon as they arise, minimizing the chances of losing out on critical ad revenue.

Choosing the best SSP for publishers involves evaluating multiple factors, including revenue optimization, demand access, integration ease, transparency, ad quality, targeting capabilities, and support. By considering these factors and researching the reputation and performance of various SSPs, publishers can select a platform that aligns with their goals, maximizes their ad revenue, and enhances their overall ad management strategy in a sustainable manner.

Supply Side Platform FAQs

Integrating an SSP with your website usually involves adding a few lines of code to your site's header. The SSP provider ideally provides detailed instructions and support to guide you through the integration process.

Publishers can sell several types of advertising inventory through an SSP, including display, video, and mobile ad impressions.

SSPs typically provide various tools and features which are meant to help ensure the quality of ads served on your website. These include ad verification, fraud detection, and brand safety measures.

To choose the right SSP for your content, factors such as the platform's integration with ad exchanges, supported ad formats, targeting capabilities, reporting and analytics tools, user interface, customer support, and cost should all be compared.