By Claire Edicson
In the evolving world of programmatic advertising, efficiency and automation are critical to staying competitive. One of the most essential tools for digital publishers today is the supply side platform, or SSP — a technology that helps media owners manage, sell, and optimise their ad inventory in real time.
Whether you operate a mobile app, website, or OTT platform, an SSP gives you access to a global pool of advertisers while maintaining control over pricing, placement, and buyer selection.
How Does a Supply Side Platform Work?
When a user visits your site or app, the SSP sends a bid request to multiple demand partners through real-time bidding (RTB). Advertisers analyse the data — such as location, device, and behaviour — and respond with bids. The highest bid wins, and the ad is instantly shown to the user.
All of this happens in milliseconds, and the process is entirely automated.
Benefits of Using an SSP
- Maximised Revenue: SSPs enable publishers to earn more by connecting with multiple DSPs and ad exchanges simultaneously.
- Advanced Reporting & Analytics: Gain insights into ad performance, fill rates, and eCPMs.
- Inventory Control: Choose which ads appear, set price floors, and block specific buyers.
- Global Demand Access: Tap into a wider advertiser ecosystem without relying on manual deals.
Choosing the Right SSP
The ideal supply side platform should offer seamless integration, transparency, and smart optimisation tools. Platforms like Bidinfluence are designed to deliver all this and more, helping publishers automate ad delivery, maximise yield, and maintain control over their brand experience.
Final Thoughts
A reliable supply side platform is no longer optional — it’s a necessity for digital publishers looking to grow revenue without sacrificing user experience. As the programmatic ecosystem continues to mature, SSPs will play an even bigger role in shaping the future of digital monetization.
About the Author: Claire is a technology journalist with extensive experience covering emerging tech trends, AI developments, and the evolving digital landscape. Her experience helps readers understand complex technological advancements, and how they can be implemented in their everyday lives.
