The Programmatic Primer: Supply-side platforms (SSPs) in the online advertising ecosystem

This article is part of The Programmatic Primer, Warc's essential guide for advertisers to the latest online advertising techniques. The report includes detailed advice on how to work with companies in the online advertising ecosystem, plus use cases of programmatic in action. View a PDF version.

Need to know: Supply-side Platforms (SSPs)

  • In the ecosystem, a consumer about to see an ad on a publisher page is an opportunity. It is the job of the supply-side platform to get full value (that is, yield) for that opportunity.
  • The problem an SSP has to solve is that the publisher has 100 milliseconds to find a creative to put into the slot, or the ad is wasted. Therefore, the SSP's job is to get an ad quickly.
  • The SSP is a computer that is fighting for a publisher's revenue. Unlike exchanges, which serve both sides of the marketplace, the SSP is there to serve the publisher.
  • SSPs integrate with publishers, DSPs, networks and exchanges.