A supply-side platform, or sell-side platform, is an advertising technology platform used to coordinate and manage the supply and distribution of ad inventories. SSPs help broadcasters, digital media owners, and publishers sell ad space. Currently these platforms are independent of over-the-air facility-based systems. Some have been integrated but limited to just inventory exposure and not complete convergent reporting, invoicing, and multimedia (video, display, social, audio, etc.) cross-platform campaign management.
Goals and Objectives
Broadcasters and publishers need SSP technology to solve their complex convergent OTA and OTT ecosystem. Goals and objectives include centralization through unified audiences across disparate sources including both OTA and OTT; programmatic ad inventory management and sales decisioning automation with actionable insights; audiences packaged with unique target offerings by content type and across channels for CTV and OTT fixed and mobile websites and apps including digital video, display, and audio; the ability to scale based on premium supply, real-time reporting, and traffic shaping for maximum efficiency; total pod optimization and competitive separation for all live event programming; the ability to set up private label marketplaces with audience data sets, and the adoption of Prebid.org product suite including Prebid.js, Prebid Server, and Prebid Mobile.
Programmatic, cloud-based, ad inventory and sales management software.
Optional cloud-based digital ad servers, exchanges, and server and client-side ad insertion
Optional data management platforms (DMP), consumer data platforms (CDP) and data analytics.
Optional AI/ML technologies
Prebid.org – Prebid.js, Prebid Server and Prebid Mobile.
Use Case Summary
Use cases include programmatic ad inventory management, exposure (avails) and sales for applications such as news, sports, TV series and sitcoms, channel playout, and motion pictures for direct-to-consumer ad supported or hybrid business models. Applications can include both server-side and client-side ad insertion digital video, display, and audio advertising and content replacement.