Video supply-side platforms
Supply-side platforms (SSPs) help in marketing ad impressions through automation. The sellers in this platform are the publishers. Through SSPs, they can trade and manage screen, video or native ad inventory on various devices. That looks like a mirror of how a demand-side platform works because it is. The technology that runs DSPs is the same system that powers SSPs.
An SSP is the counterpart of a DSP. One of their main – but very few – differences is the fact that the former is for publishers. They use supply-side platforms to optimize the costs of their impressions. The aim is to get the highest possible cost-per-thousand impressions or CPMs.
Aim for the Top Bid
Through SSPs, publishers can introduce their ad bidding inventory to different buyers. They can present their offers on ad exchanges, ad networks, and DSPs. The goal is to increase bids to produce a high CMP. Publishers open ad impressions at auctions in real time to attract a huge number of purchasers.
The task automation facilitated by SSPs offers efficiencies in two key approaches. One, SSPs let publishers systematize and speed up the negotiations between buyers and sellers. Two, they allow publishers to use data in ways that aren’t achievable in a more conventional practice.
SSPs Apply Data
Supply-side platforms help publishers gain a bigger net of prospective leads. They also let them share invaluable details that they have as key features. Publishers can market unsold impressions to buyers with valuable leads data. As such, the purchasers need to examine the value of the content of the page where the impression is shown. They also need to consider the user data that the publisher has.
This info may include demographics, browsing history and purchasing habits of prospective leads. Buyers need to match the data to their market criteria. When there’s an overlap, the SSPs will conduct a real-time auction for the publisher. In the end, the highest bidder gets the ad impression.
SSPs and Ad Exchanges
SSPs have drawn a considerable number of publishers offering and handling inventory. Publishers use a SSP to connect to a diverse group of buyers. In this manner, SSPs resemble ad exchanges. Much like a regular ad exchange, buyers can gain access to programmatic inventory.
These days, the line between SSPs and ad exchanges have grown a bit fuzzy. That said, there are quite a few features that make SSPs more sophisticated. After all, these platforms are created for specific functions. For starters, SSPs can link to various ad exchanges, advertising networks, and DSPs. The platforms also provide publishers with unique controls. Some have the power to establish minimum bids on specific inventories. Others can make specific inventory accessible only to purchasers.
Major Supply-Side Platforms
There are quite a lot of SSP providers out there. But the biggest supply-side platforms now are:
AppNexus provides an SSP that streamlines the most complex and advanced machine-learning systems. The firm’s platform helps marketers optimize their video campaigns. With AppNexus, publishers can connect heaps of impressions to their leads in real time. The platform also lets content creators profit from all the resources in their inventory. They can generate more promotions for profit streams down the road.
• Improve Digital
Improve Digital is a company that provides a unique platform to SSPs users. These include publishers, marketers, content creators, and media broadcasters. The SSP provider helps build productive and dependable plans to make brand advertising goals attainable. Publishers use Improve Digital to monetize their ad inventory in video, mobile or web form.
Teads is a firm that develops out-stream video marketing. It’s also known for its unique native video advertising. Many publishers prefer Teads to help them create a new out-stream video inventory. They use the platform to earn profit via programmatic buying. One of the great things about Teads is the flexibility it gives to publishers. Some can use their own sales force. Others can ask for a third-party assistance.
Other major vendors of SSPs include Google, OpenX, Rubicon Project, and Right Media.