How to choose the right SSP

How to choose the right SSP

By: Austin Dicharry

SSPs (supply side platforms) have become increasingly popular and important in the advertising world. These platforms enhance the ability of publishers to sell their advertising space to improve their own profits and maximize their yield. There are a number of benefits to using these platforms, but finding the right platform option can be a challenge. Understanding how these platforms work and how companies should begin evaluating their various options can help organizations find the SSP that will work best for them.

What is a supply side platform?

An SSP allows an online publisher to sell their advertising space using automated technology. They allow publishers to get the maximum amount of money for the advertising space. Publishers can set minimum prices for their advertising space and then use an automated system to sell it. It will often be sold through real-time auctions, which helps publishers to maximize their reach and improve their efficiency. Publishers appreciate these platforms because it makes it easy for them to manage the various ad buyers that they are working with at once.

SSPs function largely as the other side of the DSP (demand side platform). The DSP is for advertisers looking to buy advertising space to improve their brand’s reach, while the SSP is the platform from the perspective of the advertising publisher.

What criteria should companies consider?

There are several different SSP options available to those looking to maximize their advertising revenue. Those interested in selecting the right one should consider the following criteria to ensure that they are making the best choice.

Integration and Unification

Managing and integrating multiple ad network partners can be a challenge, so many companies find it preferable to work with a single, unified platform. Unification, especially in regards to the dashboard, will also make it easier for publishers to see how well their ad spaces are performing, which can help them take action when needed. This will help them to maximize their profits.

Flexibility

Those looking for the right SSP should also consider the platform’s flexibility and options for ad formats. Many companies like to experiment with a number of different options as they learn more about what speaks to their customers, so having the ability to take advantage of many different options can be beneficial. Look for an SSP that includes the type of ads that would most likely be needed.

Flexibility should also include options to use automated systems to sell the advertising space according to the predetermined minimums. Well built algorithms can help ensure that companies get the highest possible yield.

An SSP has considerable potential in the coming years to revolutionize the advertising industry. It already marks the decline of using humans to sell advertising space and instead relies on complex algorithms to maximize profit. As this transition continues, it is likely that organizations will increasingly rely on the platforms to generate their advertising revenue. Those thinking of transitioning to an SSP should carefully consider the above criteria when making their decision.

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