What is DSP and SSP
What is Demand Side Platfrom?
We live in a world where technology is evolving day by day and it is revolutionizing the way we sell and buy online advertising and in the whole process, Demand-Side platform (DSP) is playing an essential role in the entire process.
Polus Media will tell you in a flash about the DSP, what are they and what they do actually in as easy language as possible.
A demand-side platform is a fully automated piece of software used for the purchase and sells ads. DSPs is mostly used by advertisers and media agencies to help them to buy a video, mobile, search and display ads.
It handles the bidding processes and all the purchasing of auction-based online advertising on behalf of some other company. It provides the client with access to multiple ad networks at the moment. Now a DSP can be a standalone entity or be one arm of a larger company.
In the past, digital ads had different fate they were bought and sold by human ad buyers which were expensive and also unreliable. Introduction to DSPs introduces the same process in cheaper and more efficient by removing humans from the process.
- It allows advertisers to buy impressions across a range of publishers sites.
- It may be targeted to a specific set of people based on information based on their location and previous browsing history.
- Publishers provide ad impressions through ad exchanges and DSPs decide which of these impressions should be bought.
DSPs is taking over human ad buyers and publishers are making their inventory available to exchanges and advertisers are buying ads using DSPs as its most cost-efficient.
What is Supply Side Platform?
Now the situation is these advertisers are using DSPs and ad exchanges frequently to purchase online advertising now the question is what about the Publishers? it automatically raises the question of what are supply-side platforms actually for?
Take a deep breath because Polus Media is going to tell you the answers to these questions!
A supply-side platform is a software to sell online advertising in an automated fashion. It is widely used by publishers to them sell video, display and mobile ads. You can say that a Supply-Side platform is actually the publisher’s equivalent of a DSP. DSPs are used by advertisers to buy impressions cheaply whereas SSPs are designed for publishers to do exactly the opposite. It means it maximizes the prices of their impressions and sells them.
Everything in ad technology is complicated. SSPs allows publishers to connect their inventory to multiple ad-exchanges and DSPs. This allows an increase in the potential ad buyers to purchase more ad-spaces and for publishers to get the highest possible rates.
- SSPs throw impressions to ad exchanges and DSPs analyze them and purchase them on behalf of various marketers.
- It depends on marketer’s location and what specific type of users they are served to.
- SSPs allows publishers to control more and set the price floors which decides minimum prices for which their Ads can be sold to specific buyers.
People simply don’t want to pay a big amount of money to human ad buyers so they use technology to buy their ads.