# Supply-side platform > Mediated Wiki article. Canonical URL: https://mediated.wiki/source/Supply-side_platform > Markdown URL: https://mediated.wiki/source/Supply-side_platform.md > Source: https://en.wikipedia.org/wiki/Supply-side_platform > Source revision: 1350918561 > License: Creative Commons Attribution-ShareAlike 4.0 International (https://creativecommons.org/licenses/by-sa/4.0/) {{Short description|Technology for producers to market goods and services}} [[File:Ad serving square.svg|thumb|upright=1.2|[Online advertising](/source/Online_advertising) serving process]] A '''supply-side platform''' ('''SSP''') or '''sell-side platform''' is a technology platform to enable web publishers, [connected TV (CTV)](/source/Smart_TV) publishers, mobile app developers, and [digital out-of-home](/source/Out-of-home_advertising) (DOOH) media owners to manage their [advertising inventory](/source/advertising_inventory), fill it with ads, and receive revenue.{{cite web | url=https://www.youtube.com/watch?v=-Glgi9RRuJs |archive-url=https://ghostarchive.org/varchive/youtube/20211221/-Glgi9RRuJs |archive-date=2021-12-21 |url-status=live|title=How an ad is served with real-time bidding |publisher=Internet Advertising Bureau }}{{cbignore}} Supply-side platforms are an integral part of the programmatic advertising ecosystem, enabling the automated selling and optimization of digital media space.{{Cite web |title=Programmatic Advertising Forecast and Ad Tech Trends H1 2025 |url=https://www.emarketer.com/content/programmatic-advertising-forecast-and-ad-tech-trends-h1-2025 |access-date=2025-10-15 |website=EMARKETER}} A supply-side platform interfaces on the publisher side to [advertising network](/source/advertising_network)s and [exchanges](/source/ad_exchange), which in turn interface to [demand-side platforms](/source/Demand-side_platform) (DSPs) on the advertiser side.{{cite web|url=http://www.iab.net/data/ecosystem.html | title=Advertising Ecosystem | publisher=iab.net}}{{cite web|author=Ryan Joe, provided by |url=http://adexchanger.com/ad-networks/dolan-iab-data-driven/ |title=DSPs, SSPs, DMPs, Ad Exchanges Help Inspire New, IAB Data-Driven Ads Site Says Exec Dolan |publisher=adexchanger.com |date=2014-02-07 |accessdate=2015-08-27}} This system allows advertisers to put [online advertising](/source/online_advertising) and DOOH advertising before a selected [target audience](/source/target_audience).{{cite web|url=http://www.clickz.com/clickz/column/1728632/the-rise-demand-side-platform |title=The Rise of the Demand Side Platform |author=Rob Graham|publisher=ClickZ |date=August 25, 2010 |accessdate=2013-11-14}} SSPs send potential [impression](/source/impression_(online_media))s into ad exchanges, where DSPs purchase them on marketers' behalf, depending on specific [targeting](/source/targeted_advertising) attributes and audience data.{{Cite web|url=https://www.iab.com/news/u-s-firms-to-spend-over-10-billion-on-third-party-audience-data-in-2017-even-more-on-third-party-solutions-to-use-that-data/|title=U.S Firms to spend over $10 billion on third-party audience data.|last=|first=|date=|website=IAB|access-date=}} By offering impressions to as many potential buyers as possible publishers can maximize the revenue. Therefore, SSPs are sometimes referred to as yield-optimization platforms.{{cite magazine|author=Jack Marshall, provided by |url=http://digiday.com/platforms/wtf-supply-side-platform/ |title=WTF is a supply-side platform |magazine = [Digiday](/source/Digiday) |date=2014-01-22 |accessdate=2016-07-29}} In recent years, supply-side platform technology has also been adopted by retail media networks, enabling retailers to monetize their owned digital properties by offering ad inventory to brands through programmatic channels.{{cite web |url=https://www.emarketer.com/content/programmatic-advertising-forecast-and-ad-tech-trends-h1-2025 |title=Programmatic Advertising Forecast and Ad Tech Trends H1 2025 |publisher=eMarketer |date=2025}} Often, [real-time bidding](/source/real-time_bidding) (RTB) is used to complete DSP transactions.{{cite web|author=Nick Saint, provided by |url=http://www.sfgate.com/cgi-bin/article.cgi?f=/g/a/2010/08/02/businessinsider-real-time-bidding-2010-8.DTL |archive-url=https://archive.today/20120919150147/http://www.sfgate.com/cgi-bin/article.cgi?f=/g/a/2010/08/02/businessinsider-real-time-bidding-2010-8.DTL |url-status=dead |archive-date=September 19, 2012 |title=The Rise Of Real-Time Bidding Is The Biggest Online Advertising Story Of 2010 |publisher=Sfgate.com |date=2010-08-02 |accessdate=2010-11-20}} Unlike advertising networks that target buyers (advertisers), supply-side platforms provide services for publishers ([website](/source/website), [app](/source/mobile_app), and [DOOH](/source/Out-of-home_advertising) owners).{{cite web|url=http://www.iab.net/data/ecosystem.html | title=Advertising Ecosystem | publisher=iab.net}} Supply-side platforms are often integrated into the structure of advertising and [ad serving](/source/ad_serving) companies, as well as ad exchanges that work with both publishers (supply side) and advertisers (demand side).{{cite web|author=Susan Bidel, provided by |url=https://www.forrester.com/The+Forrester+Wave+SellSide+Platforms+And+Exchanges+For+Publishers+Q2+2014/fulltext/-/E-RES115689 |title=The Forrester Wave™: Sell-Side Platforms And Exchanges For Publishers, Q2 2014 |publisher=www.forrester.com |date=2014-05-29 |accessdate=2015-08-27}} == Examples == *[Equativ](/source/Equativ) *[OpenX](/source/OpenX_(company)) *[Sovrn](/source/Sovrn) *[PubMatic](/source/Pubmatic) *[Magnite](/source/Magnite_Inc) *[Smaato](/source/Smaato) (now part of Verve) *[SpotX](/source/SpotX) *[Verizon Media](/source/Verizon_Media) *[Xandr](/source/Xandr) (formerly [AppNexus](/source/AppNexus)) *[Google Ad Manager](/source/Google_Ad_Manager) *[Media.net](/source/Media.net) ==See also== * [Ad exchange](/source/Ad_exchange) * [Demand-side platform](/source/Demand-side_platform) ==References== {{Reflist}} Category:Online advertising --- Adapted from the Wikipedia article [Supply-side platform](https://en.wikipedia.org/wiki/Supply-side_platform) by Wikipedia contributors ([contributor history](https://en.wikipedia.org/wiki/Supply-side_platform?action=history)). Available under [Creative Commons Attribution-ShareAlike 4.0 International](https://creativecommons.org/licenses/by-sa/4.0/). Changes may have been made.