What are SSP and DSP?

SSP (Supply-Side Platform) and DSP (Demand-Side Platform) are key components of the programmatic advertising ecosystem.

• SSP (Supply-Side Platform) — a platform for publishers to manage and sell ad space (impressions) on their sites or apps. SSP automates the process of offering ad spaces at auctions in real-time, maximizing publisher revenue.

• DSP (Demand-Side Platform) — a platform for advertisers and agencies to automatically buy ad impressions across various platforms through real-time auctions. DSP analyzes user data and selects the most relevant impressions for ad display.

Thus, SSP and DSP interact through ad exchanges, enabling efficient and automated buying and selling of ads using data and machine learning algorithms for targeting and optimization.