All you need to know about supply side platform

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All you need to know about Supply Side Platform
(SSP)
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• Supply Side Platform provides a fantastic
  experience to the publishers to monetize their
  digital inventory.
• Publishers can immediately offer to a huge
  number of advertisers.
• SSP adheres to open RTB standards and
  introduces the Cost per Impression (CPI), this
  gives a whole new look to the way of buying and
  selling the inventories.
• When we come for auction, RTB auctions are
  more efficient, faster and cost-effective.

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• It provides an extraordinary ecosystem where
  app developers, blog owners, and website owners
  can be a part of the RTB system.
• Supply Side Platform enables the publishers
  to monetize their digital inventory and they can
  choose the size and the ad format which are
  suitable for their viewers and can manage the
  revenues by bid floors and send out an inventory
  offers to a number of sources that have demanded.
  

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Supply Side platform for publishers It helps
the publishers to sell the digital ad impressions
through the automated auctions. Publishers can
sell manage the video, display or native ad
inventory on mobile and desktop through SSPs.
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What SSP do?

• Supply Side Platforms are also referred to as
  Sell Side Platform which is mainly used by the
  digital publishers in order to manage the same
  and fulfilling their advertising supply and
  eventually gets the highest prices for their
  respective ads.
• It is a software platform which does the
  function similarly to their counterpart, the
  DSPs advertisers programmatically buy the
  digital advertising whereas the SSPs are designed
  very specifically to help publishers and sell the
  ad impressions, video, mobile, display and so on
  at the maximum Cost per Thousand Impressions
  (CPM).

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How it helps the publishers to get the best CPMs?

• Publishers can open the advertising inventory
  for bidding to many ad buyers through the supply
  side platform on various ad networks, ad
  exchanges, and DSPs.
• Here, the methodology is to put the available
  ad impressions in an auction which can attract a
  large number of buyers, the increased demand
  obviously would drive up the bids and can yield
  the higher CPMs.
• SSP enables the publishers to speed up and
  automate the traditional back and forth
  negotiations between the buying and the sales
  teams.

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How SSPs uses the data

• SSPs enable the publishers to share a large
  valuable data about their users at the ad
  impression level to reach a wider net of
  potential buyers.
• If the publishers make the unsold ad
  impressions through an SSP, the DSPs, buyers, ad
  networks, and ad exchange would take into the
  consideration of the particular page where that
  available ad impression appears and also the user
  data, the publisher has that for impressions
  (Data may be of location, browsing history,
  demographics and purchasing history) and match
  that to the audience targeting criteria that have
  been set by the buyers.
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How SSPs uses the data

• In case, the advertiser targets and the
  publishers data got overlapped, then the buying
  platforms will bid on.
• The ad impression in an auction on behalf of
  the advertiser (it happens in real time at the
  instant when the impression becomes available).
• The winning bid will get the impressions.