Glossary A–ZLetter S
Supply-side platform (SSP)
A supply-side platform is software that network operators and sales houses use to offer their advertising inventory automatically to many buyers.
It connects the inventory to demand-side platforms, runs auctions and manages deals. It is the selling side of automated trading.
The network operator registers its screens in the SSP with location, venue type, format, impression figures and floor prices. When a slot is up for allocation, the SSP collects bids or checks which deal applies and reports the result to the network's management system. After the ad has played, the proof of play goes back so that it can be invoiced.
Operators should check how the SSP connects to their CMS, whether creatives are available for review before they play and how unsold slots are filled. It is important that automated and direct bookings draw on the same inventory without overlapping. The SSP usually keeps a share of the revenue for its service; this belongs in the costing.