Sell-side platforms (SSPs) are software platforms that help publishers manage and sell their ad inventory more effectively. SSPs connect publishers to multiple ad networks and demand-side platforms (DSPs), allowing publishers to sell their ad space to the highest bidder in real time.
SSPs offer a number of benefits for publishers, including:
• Increased revenue: SSPs help publishers to increase their revenue by connecting them to multiple ad networks and DSPs. This increases competition for the publisher’s ad space and drives up CPMs.
•Improved fill rates: SSPs help publishers to improve their fill rates by giving them access to multiple ad networks and DSPs simultaneously.
• More control over ad serving: SSPs give publishers more control over which ads are displayed on their websites and apps.
How to Choose an SSP
When choosing an SSP, there are a few factors to consider:
• Features: Make sure the SSP has the features that are important to you, such as header bidding support, ad blocking detection, and fraud prevention.
• Pricing: SSPs typically charge a commission on ad revenue. Compare the pricing of different SSPs to find the best deal.
•Customer support: Choose an SSP with a good reputation for customer support.
The Top SSPs for Publishers in 2023
Here is a list of the top SSPs for publishers in 2023, based on features, pricing, and user reviews:
• Google Ad Manager: Google Ad Manager is a comprehensive SSP that offers a wide range of features, including header bidding, ad blocking detection, and fraud prevention. Google Ad Manager is free to use, but it charges a commission on ad revenue.
• Amazon Publisher Services: Amazon Publisher Services is another comprehensive SSP that offers a variety of features, including header bidding, ad blocking detection, and fraud prevention. Amazon Publisher Services charges a commission on ad revenue.
• Index Exchange: Index Exchange is a leading independent SSP that offers a variety of features, including header bidding, ad blocking detection, and fraud prevention. Index Exchange charges a commission on ad revenue.
• PubMatic: PubMatic is a leading independent SSP that offers a variety of features, including header bidding, ad blocking detection, and fraud prevention. PubMatic charges a commission on ad revenue.
• Criteo: Criteo is a leading SSP that specializes in display and video advertising. Criteo offers a variety of features, including header bidding, ad blocking detection, and fraud prevention. Criteo charges a commission on ad revenue.
• SpotX: SpotX is a leading SSP that specializes in video advertising. SpotX offers a variety of features, including header bidding, ad blocking detection, and fraud prevention. SpotX charges a commission on ad revenue.
• Teads: Teads is a leading SSP that specializes in native advertising. Teads offers a variety of features, including header bidding, ad blocking detection, and fraud prevention. Teads charges a commission on ad revenue.
SSPs are a valuable tool for publishers who want to increase their revenue and improve their fill rates.
