Glossary

SSP

Software that lets publishers make their ad inventory available to buyers programmatically, typically via an ad exchange or header bidding.

SSP & Ad SupplyFoundationAlso called: Supply-Side PlatformSource: Industry consensus

Definition

Software that lets publishers make their ad inventory available to buyers programmatically, typically via an ad exchange or header bidding.

Why it matters

The SSP is the publisher-side mirror of the DSP — knowing which side of the transaction a given platform sits on prevents miscategorising a company entirely.

Key consideration

Google Ad Manager is the SSP; Google Ads is the DSP-equivalent buying tool. The two get confused constantly and describe opposite sides of the same transaction.

Related terms

Curated MarketplaceA programmatic supply source where a third-party curator pre-filters and packages inventory from multiple SSPs based on quality, brand safety, or audience criteria before offering it to buyers.DSPSoftware that lets advertisers buy digital ad inventory programmatically, typically bidding into ad exchanges in real time.PMPAn invitation-only programmatic marketplace where a publisher makes inventory available to a select group of buyers, typically at a negotiated floor price.

Practitioner notes

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