🔥 Tier 1 - Must KnowID: sspSupplySidePlatform
SSP - Supply-Side Platform
The publisher's software to monetize ad space and maximize yield from multiple buyers
In Simple Words (Zero Jargon):
The software used by website owners (publishers like Times of India, ESPN, Forbes) to automatically sell their empty ad slots to the highest paying advertiser in real time.
Why It Is Critical
SSPs connect publishers to multiple ad exchanges and DSPs simultaneously. Understanding SSPs is critical for Supply Path Optimisation (SPO) - choosing the cheapest, most direct route to buy publisher inventory.
What You Get: Context for why the same publisher inventory can be bought through multiple different paths at varying commission fee rates.