Supply-Side Platform (SSP)
Platform that enables publishers to manage, sell, and optimize their available ad inventory. Basically you are the one selling ad spaces to agencies or platforms.
SSP is renting part of the advertising and DSP is the buying part.
Comparison of SSP Platforms
| SSP Platform | Key Features | Ease of Use | Integration with DSPs | Cost |
| Google Ad Manager | Comprehensive ad management, high fill rates, advanced targeting | Easy | High | Variable |
| Rubicon Project | Real-time analytics, transparent marketplace, high-quality inventory | Moderate | High | Variable |
| PubMatic | Data-driven optimization, extensive inventory, real-time bidding | Moderate | High | Variable |
| OpenX | High-speed transactions, customizable solutions, high-quality inventory | Moderate | High | Variable |
| AppNexus (Xandr) | Advanced analytics, real-time bidding, extensive integration | Moderate | High | Variable |
| Magnite (formerly Rubicon and Telaria) | Omnichannel reach, advanced targeting, transparent marketplace | Moderate | High | Variable |
| Verizon Media SSP | Cross-channel inventory, premium publisher partnerships, advanced targeting | Moderate | High | Variable |
| SpotX | Video ad focus, advanced analytics, programmatic capabilities | Moderate | High | Variable |
| Sovrn | Data-driven insights, high fill rates, comprehensive ad management | Easy | High | Variable |
| Index Exchange | High-quality inventory, transparent marketplace, real-time bidding | Moderate | High | Variable |
| Smaato | Mobile-first approach, extensive reach, real-time bidding | Easy | High | Variable |
| SmartyAds | Cost-effective, user-friendly interface, cross-channel reach | Easy | High | Lower |