Through real time bidding, publishers and advertisers are able to sell and buy ads facilitated by a supply side platform. An SSP is programmatic software for publishers to facilitate sales of their advertising impressions.
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Cost-effective for advertisers: When advertisers save money, publishers benefit too. Brands that feel they’re choosing the more cost-effective solution will be more likely to put their trust in publishers using RTB, resulting in less unused ad inventory and increased ad revenue.
Other important advantages of DSPs for advertisers include expanding their geographical reach and advanced options such as frequency capping (controlling the maximum number of times a user sees the same ad).
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The precision of the real-time bidding algorithm allows marketers to spend their ad dollars on high-value impressions.
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Publisher Uses SSP: A publisher integrates their website or digital platform with a supply-side platform (SSP) to manage and offer their ad inventory to potential buyers in real-time.
2Advertisers bid based on their interest and how the passed data measures up against their targeting parameters — the higher the demand, the higher the price.
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The ad exchange then sends queries to the demand side platforms (DSP), asking for advertisers’ bids. Demand side platform bids on impression based on its perceived value for the advertiser.