Rebecca Ohana
Marketing Manager
- 23.11.2022
The Bountiful Benefits of SSPs in Digital Advertising
Publishers and advertisers have come a long way since migrating from print to digital media. This major shift ushered in display advertising, where publishers needed to monetize their websites, and advertisers needed relevant sites to reach their target audience. Today, digital media is a complex and dynamic arena that is constantly evolving, and so is the potential for Supply Side Platforms (SSPs).
What is an SSP? (ssp media platforms)
In programmatic advertising – where publishers and media buyers use automated technology to supply and distribute ad inventory (buying and selling digital display advertisements in any ad format), supply-side platforms manage and coordinate the process. As such, SSPs are indispensable if publishers and digital media owners want to sell their ad space. The platforms have long been successful and are integral to the programmatic advertising ecosystem.
An example of SSP’s significance is in Real-Time Bidding (RTB), also known as real time auctions. From the publisher’s side, RTBs boost revenue by opening their impressions to as many buyers as possible, with the highest bidder winning. SSPs enable this process by automatically and efficiently connecting publishers and advertisers and “holding” these auctions. Publishers can use an SSP to show native, video, or display ads to visitors and monetize across a variety of channels, be it in-app, web, CTV, or audio. To this effect, SSPs are even called yield-optimizing platforms.
What sets SSPs apart?
Over the years, SSPs have developed their functionalities. For instance, many today offer ad-exchange mechanisms that enable publishers to connect directly to advertisers’ demand-side platforms (DSPs) rather than through other ad exchanges.
Other unique selling points that can give SSPs a competitive advantage include their capabilities of Data Science Optimizations, such as Floor Price Optimization and Supply Path Optimization, and Contextual Targeting amongst other programmatic solutions.
- Data Science Optimizations
SSPs protect the publisher’s profits with a minimum price for impressions – the juncture where the power of data science comes into play. Data science applies systems, tools, and algorithms to obtain information and actionable insights from different sets of data. The data captured enables optimizations of the auction through the identification of relevant channels, correct pricing, etc.
- Floor Price Optimization - FPO
Publishers can use data science mechanisms for programmatic FPO – by setting parameters for an inventory price floor, an auction will never fall below it. This considerable benefit ensures publishers maximum profit.
- Supply Path Optimization - SPO
The lack of transparency and complexity of the programmatic ad-buying ecosystem makes it difficult to understand whom you are buying from and how much they’re taking out of a media buyer’s ad spend. SPO is vital because it enables buyers to find the best connections and use them to transact with sellers. The aim is to focus bids on the most scalable, transparent, and efficient supply paths rather than expensive or inefficient ones. SSPs that work using SPOs will ensure the best ROIs for both the supply- and demand side platform dsp.
- Contextual Capabilities
While contextual targeting of audiences isn’t that new, it has gained popularity over behavioral targeting, given the increasing need for relevant, non-intrusive ads, more consumer awareness, and stringent privacy regulations. Targeting audiences based on their browsing environment involves using contextually-sourced keywords or developing categories by topic. Setting parameters ensures far more precise results. Furthermore, once parameters are in place, an ad platform’s crawler scans and categorizes different sites’ content according to every page’s key themes, phrases, contextual data, and alt text. Then, when a user visits a page, the ad server seamlessly matches its content with relevant ads. This process makes it more likely that they will be interested in your content and the ad presented. Furthermore, brands can offer consumers a personalized and actionable, rather than intrusive, user experience. This approach gains trust and creates meaningful relationships for both brands and publishers.
On the Rise
While there are many programmatic advertising channels and SSP suppliers, not all are created equal. Rise constantly works to evolve its unique, fully programmatic Marketplace (SSP). The company has developed a contextual database that uses its contextual capabilities to optimize the auction even further for publishers. In addition, advanced and improved targeting allows advertisers to reach new audiences at scale and more precisely. For publishers, this ensures users have ads more suited to the page and users’ interests while accumulating a higher ROI. Added to its rich offering, Rise uses SPO and FPO to maximize auctions for publishers.
For more information, click here!
Rebecca Ohana
Marketing Manager
- 23.11.2022
The Bountiful Benefits of SSPs in Digital Advertising
Publishers and advertisers have come a long way since migrating from print to digital media. This major shift ushered in display advertising, where publishers needed to monetize their websites, and advertisers needed relevant sites to reach their target audience. Today, digital media is a complex and dynamic arena that is constantly evolving, and so is the potential for Supply Side Platforms (SSPs).
What is an SSP? (ssp media platforms)
In programmatic advertising – where publishers and media buyers use automated technology to supply and distribute ad inventory (buying and selling digital display advertisements in any ad format), supply-side platforms manage and coordinate the process. As such, SSPs are indispensable if publishers and digital media owners want to sell their ad space. The platforms have long been successful and are integral to the programmatic advertising ecosystem.
An example of SSP’s significance is in Real-Time Bidding (RTB), also known as real time auctions. From the publisher’s side, RTBs boost revenue by opening their impressions to as many buyers as possible, with the highest bidder winning. SSPs enable this process by automatically and efficiently connecting publishers and advertisers and “holding” these auctions. Publishers can use an SSP to show native, video, or display ads to visitors and monetize across a variety of channels, be it in-app, web, CTV, or audio. To this effect, SSPs are even called yield-optimizing platforms.
What sets SSPs apart?
Over the years, SSPs have developed their functionalities. For instance, many today offer ad-exchange mechanisms that enable publishers to connect directly to advertisers’ demand-side platforms (DSPs) rather than through other ad exchanges.
Other unique selling points that can give SSPs a competitive advantage include their capabilities of Data Science Optimizations, such as Floor Price Optimization and Supply Path Optimization, and Contextual Targeting amongst other programmatic solutions.
- Data Science Optimizations
SSPs protect the publisher’s profits with a minimum price for impressions – the juncture where the power of data science comes into play. Data science applies systems, tools, and algorithms to obtain information and actionable insights from different sets of data. The data captured enables optimizations of the auction through the identification of relevant channels, correct pricing, etc.
- Floor Price Optimization - FPO
Publishers can use data science mechanisms for programmatic FPO – by setting parameters for an inventory price floor, an auction will never fall below it. This considerable benefit ensures publishers maximum profit.
- Supply Path Optimization - SPO
The lack of transparency and complexity of the programmatic ad-buying ecosystem makes it difficult to understand whom you are buying from and how much they’re taking out of a media buyer’s ad spend. SPO is vital because it enables buyers to find the best connections and use them to transact with sellers. The aim is to focus bids on the most scalable, transparent, and efficient supply paths rather than expensive or inefficient ones. SSPs that work using SPOs will ensure the best ROIs for both the supply- and demand side platform dsp.
- Contextual Capabilities
While contextual targeting of audiences isn’t that new, it has gained popularity over behavioral targeting, given the increasing need for relevant, non-intrusive ads, more consumer awareness, and stringent privacy regulations. Targeting audiences based on their browsing environment involves using contextually-sourced keywords or developing categories by topic. Setting parameters ensures far more precise results. Furthermore, once parameters are in place, an ad platform’s crawler scans and categorizes different sites’ content according to every page’s key themes, phrases, contextual data, and alt text. Then, when a user visits a page, the ad server seamlessly matches its content with relevant ads. This process makes it more likely that they will be interested in your content and the ad presented. Furthermore, brands can offer consumers a personalized and actionable, rather than intrusive, user experience. This approach gains trust and creates meaningful relationships for both brands and publishers.
On the Rise
While there are many programmatic advertising channels and SSP suppliers, not all are created equal. Rise constantly works to evolve its unique, fully programmatic Marketplace (SSP). The company has developed a contextual database that uses its contextual capabilities to optimize the auction even further for publishers. In addition, advanced and improved targeting allows advertisers to reach new audiences at scale and more precisely. For publishers, this ensures users have ads more suited to the page and users’ interests while accumulating a higher ROI. Added to its rich offering, Rise uses SPO and FPO to maximize auctions for publishers.
For more information, click here!