A Supply Side Platform or SSP manages a publisher’s sources of indirect demand such as Ad Networks and Ad Exchanges. The SSP’s principal goal is to maximise the eCPM (also called yield or Effective CPM) of publisher’s inventory. The SSP serves (and is paid by the) publishers as can be seen in the figure below.
The SSPs manages a publisher’s remnant ad inventory to potentially the highest bidder. It collects historical bid prices from the indirect channels and then uses this information in real time.
There is a increasing convergence between the functions of SSPs and Ad Exchanges. In addition, they both serve the needs of the publishers. Thus, they are already starting to be merged into a single solution.
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