The goal of digital publishing companies is to make money from their websites or applications by monetizing them. Increase Rev runs bid competition between the best supply-side platforms to derive maximum revenues from ad inventories.

We already have all mentioned SSPs onboard to contest for each bid request. Publishers require clarity on how to choose the best supply-side platforms, given the abundance of SSPs. This report allays those worries by naming the best 15 SSPs list for publishers in 2023 and beyond.

What is SSP?

An intermediate patented technology known as a supply-side platform (SSP) allows publishers to demand higher advertising rates by sending bidding proposals to different supply partners. In other terms, SSPs use ad exchange to link demand advertisers with online publishers.

When publishers use an SSP, their return on investment (ROI) can be considerably increased via open ad exchanges, direct sales, or private markets.

For publishers and demand-side stakeholders in digital advertising, real-time bidding (RTB) is essential. SSPs link publishers’ ad inventory to several other partners directly or via exchanges (DSPs), including demand-side platforms.

Every time a user opens a website, the SSP transmits ad requests to various DSPs linked to media buyers that place bids to display ads to the user.

The highest-paid bid is obtained by one of the best supply-side platforms and sent to the appropriate ad server. The setup of the publisher will affect the ad server’s next choice.

What are examples of SSP?

SSPs are platforms that help to facilitate the interaction between supply-side and demand-side entities. These entities include suppliers, customers, and intermediaries. SSPs allow these actors to connect, communicate with each other, and exchange information efficiently.

Some of the supply-side platform examples are;

• Alibaba’s Tmall
• com’s Jingdong Mall
• Amazon
• eBay

What companies are SSP?

Supply-side platform companies are firms that act as middlemen that provide publishers with a variety of features. These services help increase the publisher’s revenue, which in turn can help them grow and expand their business. Some of the features that they offer include,

• Marketplace –Publishers can create their marketplace with SSPs that allows them to sell their inventory directly to consumers. Marketplaces often include many suppliers and buyers, allowing publishers to offer products that aren’t available elsewhere.
• Programmatic –This is where the magic happens! Programmatic advertising is when an ad is placed on the publisher’s website without any human involvement. This allows advertisers to target specific audiences based on their interests, demographics, and more.
• Advertising solutions –Publishers can use SSPs to help scale their advertising efforts by selling space within their content through programmatic buys or in exchange for access to premium content in advance of its release date or other offers such as free trials for paid products or services like travel packages.”

Difference Between SSP and DSP

ELEMENTS	SSP	DSP
Used By	Publishers employ it.	Advertisers employ it.
Purpose In The Programmatic Ecology	“Supply” or “Trade”	“Demand” or “Purchasing”
Basic Purpose	Gives publishers the ability to sell and manage inventory.	Helps advertisers identify and purchase pertinent ad places.
What It Does	Inventory is automatically offered to several services, including top DSPs, exchanges, and advertising firms. Increased profitability leads to an environment where everyone benefits.	Gives marketers access to a variety of Supply-side platform advertising, networks, and exchanges. Enables the display of customizable adverts with specific features and the purchase of ad impressions.

Top 15 Supply Side Platforms

Google Ad Manager

Google Ad Manager, a subsidiary of Google, is the first preference of publishers when it comes to selecting the best supply-side platforms. GAM provides the majority of the capabilities of the top SSPs for publishers, including subscription demands, ad revenue maximization, bidding, and marketing services.

Even though it cannot be regarded as an autonomous SSP platform, furthermore, it gives publishers exposure to GAM 360, a more potent variation of Google AdX.

Amazon Publisher Services

A consolidated, exclusive, and open platform that gives publishers a variety of alternatives to seize high-priced bids and increase their earnings per impression is one of this supply-side platform’s distinctive qualities. Amazon Publisher Services helps publishers generate more money from advertising, just like the majority of the finest SSPs for publishers.

Sovrn

Publishers aiming to increase programmatic profits and optimize ad monetization are served by Sovrn. The platform provides tools for monetization and benefits like market insights while streamlining numerous procedures with its OneTag feature, including installation and maintenance.

PubMatic

Web publishers may increase their advertising ROI with media ads from application developers owing to PubMatic, which integrates an SSP, cloud infrastructure, and ad tech services. There are 16 branches and eight data centers for the corporation worldwide.

Index Exchange

A leader in targeted advertising technology, Index Exchange offers a variety of potent goods and services, such as Index Exchange SSP for publishers. Publishing companies can use a variety of demand sources, well-known advertising, demand-side platforms, and ad networks courtesy of their platform.

Publishers can monetize their content at the highest eCPM, CPM, and income levels by using Index Exchange SSP to capture the winning bidder instantly.

SpotX

With the advent of SpotX, publishers may market their video ad space and inventories to affluent demand partners. SpotX delivers special request facilitation as part of its end-to-end system design to ensure you make more money on each ad spot. Additionally, it enables data activation and skilled strategic advice on video advertising.

OpenX

Since OpenX contains SSPs for publishers, real-time bidding capabilities, and ad servers on a single platform, it adheres to the umbrella idea. Publishers who want to profit from their advertising space can combine the advantages of supply-side networks, real-time bidding, and ad servers to maximize advertising money using an all-in-one and top SSP for publishers.

Teads

Teads promotes itself as the inventor of out-stream video and the world’s best supply-side platform for video advertising. To assist market video content through programmatic purchasing, online publishers can collaborate with Teads to create new video ad inventories.

Vistar Media

Publishers have a complete automated revenue creation option from Vistar Media. This consists of a digital signage platform (DSP), an SSP, and SSP middleware. Digital out-of-home (DOOH) activities can now be standardized, quantifiable, and data-driven owing to the technology.

Magnite

After Rubicon Foundation and Telaria merged in 2020, claiming that this would establish the largest autonomous SSP in the world, Magnite was born. The system provides publishers with the chance to gain more control over the purchase of ad inventory through its Private Marketplace (PMP), Programmatic Guaranteed (PG), and Auction Package functionalities.

GumGum

GumGum is an AI business with a focus on machine learning. The company uses image identification systems and semantics page assessment to better comprehend the objective of web pages and improve the quality and relevancy of adverts delivered. The business offers services to a variety of sectors, including pro sports and advertisements.

Smarty Ads SSP

Web and app publishers got wonderful chances to increase their ad revenue attributable to Smarty Ads’ supply side platform. This SSP incorporates highly practical programmatic advertising solutions that efficiently handle inventory allocation and assist next-level monetization administration.

Media.net

A component of the Bing and Yahoo! networks is Media.net. It provides rapid exposure for publishers to one of the busiest markets for keyword-targeted marketers. Your niche’s size and scope are important, and you can locate sponsors that align with your content.

Xandr

With Xandr, formerly AppNexus, you can market your ad inventories via private or public bids and connect with publication companies like DSPs. The site uses curated high demand, transactional capabilities, and header bidding technologies powered by pre-bids.

E-Planning

Publishers receive an ad server and SSP in one solution with E-Planning. It is one of the world’s oldest ad networks. Utilizing various technologies, the platform enables effective advertising network selection, maximizing each ad exchange for optimum impression and increased income.

Which SSP Is The Best? Who Are The Top SSP?

Now that you’re aware of some of the best supply-side platforms that can monitor your websites and applications. Will it get more difficult to select the best one right? Well, the best SSP is the one that has the most effective tools, processes, and talent. Those that can provide clients with accurate, timely, and actionable reports.

To find out which SSPs are truly exceptional you should consider these key metrics;

• Their pricing model
• Their features and support
• How do they handle security breaches
• What their user reviews say
• Relationship with Clients
• Customer Support Satisfaction
• Quality of Service
• Reputation

However, according to the reports, the best supply-side platform in 2023 would be Increase Rev among publishers because it provides a complete suite of solutions and services to publishers, advertisers, and agencies. It creates a header bidding competition between the above-stated SSPS and 50+ more SSPS, ultimately leading to the top bidders.

Conclusion

SSPs are a great method for publishers to interact with various advertisers and discover new sources of income. They serve as intermediaries that connect you to the DSPs, ad networks, and exchanges that are best for business.

Even though we have discussed several SSPs, finding the best partners for your requirements is the key. To select the best supply-side platforms for your ad units, consider the advantages and disadvantages of the various alternatives.