Definition

SSP.

Also called: Supply-side platform

Supply-side platform: technology that sells a publisher’s ad inventory to many buyers through programmatic auctions.

An SSP represents the seller (the app) in programmatic advertising, connecting inventory to demand-side platforms and exchanges. In mobile gaming, much of that role is bundled into mediation platforms and the large vertically integrated networks.

Adding another SSP is a common reflex when revenue softens. It can help for specific geo or format gaps, but in most mobile games revenue flows through a few primary pipes, and the bigger lever is usually in the product: pacing, reward design and retention.

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