If you are getting into the world Supply-Side Platforms but you are not sure what they are exactly and how they can benefit you as a publisher, keep reading and I can guarantee you will get the hang of it in no time. Monetize your site using a SSP.

At first, publishers found marketers ready to place their advertising on their websites and then sold space to them directly. But when the display advertising market expanded, a brand-new issue surfaced. Fill risk was a concern brought on by direct sales; as some inventory can go unsold, a middleman, or technical platform, was required to effectively sell leftover goods and automate the process. The ad network stepped in at that point.

A technology platform known as an ad network acts as a middleman between publishers and marketers. As more ad networks appeared, new technological platforms, such as network optimizers, also appeared. These AdTech platforms were in charge of selecting the ad network that would provide the highest performance, i.e., sell the publisher’s inventory at the most advantageous price.

Network optimizers changed into a new category of AdTech platform when real-time bidding (RTB) was introduced in the late 2000s, which we now refer to as supply-side platforms (SSPs). The SSPs of today not only enable publishers to connect their inventory to several ad exchanges at once, but they also enable publishers to optimise yield by allowing them to sell their inventory to the finest ad network.

What Are SSPs?

A supply-side platform is an advertising technology platform that publishers use to efficiently and automatically manage, sell, and optimise the available inventory (also known as ad space) on their websites and mobile apps. Publishers can monetise their website and apps by displaying display, video, and native advertisements to their users when they use an SSP.

What Are Its Benefits?

  • Automated inventory sales: Publishers can offer display, video, and native advertising space on desktop and mobile devices to marketers. SSPs significantly reduce the amount of manual effort involved in the selling and purchasing of inventories.
  • Reporting: SSPs provide publishers with information on who is bidding, the price at which their inventory is being purchased, and the amount that certain marketers are spending. This provides deeper perceptions on the worth of their inventory for specific marketers.
  • Aggregation of various networks: SSPs assist in preventing the value of inventory from falling if there are insufficient bids from a particular ad network or ad exchange. Through its connections to various networks and ad exchanges, SSPs enable more people interested in buying to participate in real-time bidding, potentially improving yield.
  • Yield optimization with price floors: SSPs give publishers better control over pricing in addition to enabling them to market their inventory to additional customers. “Price floors” make sure that their stock is not sold for less than a specific amount.
  • Brand protection: By serving as a middleman, SSPs provide publishers with stronger brand protection by preventing undesired advertisements from appearing on their website.

Which Is The Best SSP?

MediaFem is unquestionably the greatest choice on the market. Since its creation in the UK more than 13 years ago, MediaFem has kept up with the most recent developments in the advertising sector. All adverts are viewable by persons who are really interested in what is being given thanks to a set of codes developed by MediaFem.

The publisher collaborates with a network that values transparency and consistent operational reporting. Utilising their service is completely free due to their knowledge and experience. The core of their business plan is a revenue split of 70% for publishers and 30% for them.

Publishers can choose to implement their solutions utilising bidding headers or the common One Ad Code format. MediaFem offers a variety of ad formats, including native, video, mobile, and web.