Today, supply-side platforms work with advertisers and demand-side platforms (DSPs) that use programmatic advertising technology to examine publishers' total ad space, determine the bid range, and then provide recommendations for the best match for each placement. SSPs usually require a certain volume of traffic before accepting a publisher.
In the SSP, advertisers can set filters to sell their ad inventory, such as advertiser, ad format, audience, placement fees, and more.
The clear advantage is the automation of selling advertising inventory. SSP advertising increases efficiency by removing manual work from the process.
2. Reporting capabilities
Another advantage of SSP is the reporting offered to publishers. SSPs provide publishers with information about the value of their inventory to different advertisers because they can see who is bidding, how much is being paid for their inventory, and the amount of space that specific advertisers are buying. Publishers can use these deep insights to optimize for maximum profits.
3. Consolidate multiple networks
SSPs also connect publishers to multiple networks, ad exchanges, and DSPs, allowing more buyers to participate in the real-time bidding process. Doing so increases publishers' chances of selling ad space.
4.
Today, a standard SSP should allow publishers to set minimum soft and hard price floors
Cost per mille (CPM). These price multiples ensure that inventory is not sold below a certain price. This allows for dynamic auctions between the first and second price auctions.
5.
SSP advertising allows publishers to manage a variety of inventory (display, video, native ads, etc.) by blacklisting and whitelisting advertisers, setting up IAB categories or specific channels or buyers, and blocking certain types of ads.