What is a supply-side platform (SSP)?

A supply-side platform (SSP) is primarily designed as a technology for publishers to manage their ad inventory. This platform allows publishers to automate the selling of their ad space to advertisers in real-time. By utilizing an SSP, publishers can optimize the value of their inventory by connecting to multiple demand sources—such as ad exchanges and demand-side platforms (DSPs)—which helps them maximize revenue.

SSPs provide vital tools for publishers, including inventory management, analytics, and data-driven insights. These features enable publishers to understand buyer behavior, set pricing strategies, and enhance the overall efficiency of the ad sales process. Through an SSP, publishers can also manage the timing and placement of their ads, ensuring they maximize exposure and revenue potential in a competitive market.

Other options, while related to advertising and marketing, do not align with the core functionality of an SSP. For example, tools for tracking expenses pertain to financial management, SEO strategies focus on organic search optimization, and influencer marketing platforms primarily facilitate partnerships between brands and influencers rather than managing ad inventory in the same way as an SSP.