Supply-side platforms (SSPs) enable publishers to monetize their websites by creating and selling ad inventory to marketers on a per-impression or per-visitor basis. By facilitating real-time ad sales, SSPs give publishers greater visibility into each individual impression and help them assess advertising demand instantly. This allows publishers to sell their inventory at the optimal price and maximize its value. SSPs are typically used alongside publisher ad servers—either as an integrated solution or as two separate tools—providing functionality to manage ad inventory and traffic incoming ads. In turn, SSPs empower publisher ad servers to sell ad inventory in real-time, either through ad exchanges or directly to advertisers' demand-side platforms (DSPs).
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