DSP vs SSP | Everything Publishers Should Know

dsp vs ssp

Are you currently thinking about the difference between DSP and SSP?

This article will help you to find out more about the two most common ways of selling and buying ads: supply-side platform (SSP) and demand-side platform (DSP).

What is the difference between DSP and SSP?

DSPSSP
Is used by advertisers.
Is used by publishers.

Opens doors to purchasing models,
like buying by impressions.

Connects publishers with multiple
DSPs.

Allows to buy ad impressions
from ad exchanges for the cheapest price.
Sells ad impressions for the
highest price possible.
dsp vs ssp | setupad

What is a demand-side platform?

The demand-side platform or DSP is software used in order to buy ads in an automated way. DSP provides advertisers with broad access and management of digital ad inventory through multiple ad exchanges at one interface. The demand-side platforms allow advertisers to perform and optimize real-time bidding (RTB) for ads.

How does a DSP work?

Demand-side platforms allow marketers to buy impressions across multiple publisher websites, which are targeted to specific users based on the location, previous browsing behavior. The publishers make their ad impressions available through marketplaces, and DSPs decide which impression purchase would be the most practical option for the advertiser.

The purchasing price of the impressions is set according to the real-time bidding, which means that humans don’t have to negotiate the costs, taking into account that the impressions are auctioned by the highest bidder.

A few examples of the demand-side platform include DoubleClick Bid Manager, MediaMath, AppNexus, TubeMogul, and DataXu.

What is a supply-side platform?

The supply-side platform or SSP is a programmatic software and digital publishers are the ones who are using it. SSP enables publishers to sell inventory to advertisers at the highest possible rates, consequently earning the revenue.

The main goal of the SSP is to maximize the publisher’s ad earnings. By using a SSP, digital publishers can show video, display, and native ads to their visitors, as well as monetize their webpage and applications.

How does a supply-side platform work?

According to Martechadvisor: “Supply-side platforms evaluate advertisers, set the bidding range, and place the content in real-time.

To put it simply supply-side platform allows connecting the publisher’s ad inventory to more than one ad exchange and demand-side platforms.

We at Setupad connect the website’s advertising space to 15+ top SSPs in a header bidding way. If you want to dig into details about the SSP process, you can check the Digiday’s article here.

Some of the most popular SSP platforms are Google Ad Manager, OpenX, AppNexus, Rubicon Project.

Why DSP and SSP matter?

Both SSPs and DSPs are the perfect solutions that help to eliminate the human factor and supports in enabling the efficient automatization of the transactions and to its related costs. 

It is important to remember that not only DSP and SSP matter but also monetization platforms for publishers, which is Setupad’s expertise.

SSPs have a massive added value for digital publishers. It is because SSPs help them more efficiently manage the collaborations with multiple ad buyers and networks. SSPs give a hand to automate the purchasing ad impression process for marketers.

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