Economics 101: If you’re a publisher, you’re the supplier. Your ad inventory is what you’re supplying. That inventory supply includes all the ad placements you run, and every visitor impression you deliver to them.
So what is an SSP (Suppy Side Platform)?
When ads are closely matched with a publisher’s content and user base, they deliver better results for advertisers. Raw metrics like clickthroughs and conversions are the objective. And that makes them more valuable.
So the SSPs specialize in matching up all their advertisers with their publishers - but optimizing conditions for the publisher.
Still here? Good. Have a quick sip of water before we go back in.
On the buyer side, advertisers, through an automated bidding process, bid for ad placements that best matched their criteria like geography, gender, income level, and more (see why data is so very important?!).
Because SSP providers do this for a living and guess what, they’re better at it than you. They don’t let ad inventory go unsold, and they don’t sell it for anything less than the maximum bid.
Bottom line, SSPs add additional capabilities for metrics collection and price controls (i.e. setting minimum ad sale price or floor prices).
How are SSPs different from the plain old ad exchanges?
Supply Side Publishers differentiate. Their focus is skewed more towards publishers. We mentioned yield maximization briefly already. A key value that they offer is building a statistical layer of the publishers ad inventory data.
Deconstruct that last paragraph? Sure. The big networks adapt and do whatever it takes to increase profits in ad tech. SSPs focus on the publisher's side.
There is always one of those. Just like in New York’s elite nightclubs, there’s a sort of dress code - or entry requirement. In the ad world, it’s actually a minimum level of impressions. And sometimes even when you are into the millions of monthly impressions, it isn’t enough to make the cut.
The inefficiency is as a result of the daisy chaining strategy that is used most often. Publishers ad space is essentially offered to advertisers one by one.
Some header bidding tools you can implement:
By “you” we mean someone with some Javascript skills. If you’re not a coder, you’re going to need to get one before attempting these installations.
You have a lot to digest. The key to remember is that a true SSP is designed to skew in favor of the publisher. And that’s you.
Have you tried an SSP?
Tell us about your experience. What was the impact on your ad revenue?
Top 10 Social Media Reporting Tools
Without effective social media reporting, the resources invested in collecting and analyzing the data are wasted. Sure, you can create a social media report in a spreadsheet or tables in a document, but that takes precious time. Why waste it when you can automate most social media reporting tasks with one (or more) of the tools we’ve picked for you?
Marketing Automation vs Sales Automation
It’s clear that organizations looking to scale up embrace automation tools and solutions to boost their marketing and sales operations. However, they often miss the distinction between these two methodologies.
Top 10 QMS Software for 2020 by Industry
When it comes to manufacturers, quality assurance is crucial if you want to stay competitive — not only because the quality is what people seek but also because it’s required for regulatory purposes in many industries.
