Supply-Side Platform (SSP)

A Supply-Side Platform (or, more simply, an SSP) is a platform that works with publishers to help them sell advertising space (inventory) in the most effective way possible. SSPs allow publishers to manage, sell, and optimize impression inventory programmatically, so they can get the most from their inventory on which advertisers bid. Impressions are sold in real time through SSPs, so publishers are able to capitalize on the ways their traffic fluctuates in real time.