SSP, DSP, Ad Exchange… What’s the difference?

  • SSP (Supply Side Platform): Platforms that publishers use to auction their advertising space in real time. SSPs maximize inventory through connections with demand-side platforms (DSPs). Some specialize in specific types of advertising (display, video, mobile) or geographic focus.
  • DSP (Demand Side Platform): Used by agencies and advertisers to purchase advertising space through auctions. DSPs enable connection with different sources of inventory, SSPs, and ad networks. With the help of artificial intelligence and data, DSPs allow advertisers to reach the right audience and maximize their objectives.
  • Ad Exchange: The platform that facilitates the buying and selling of advertising space. It connects DSPs with SSPs, offering effective and efficient commercialization of advertising inventory.

For publishers, integrating SSPs can be complex due to the large number of SSPs available, the difficulty in evaluating different options, and the barriers to entry (minimum inventory, costs, etc.). Publishers also need to decide the optimal number of SSPs to integrate.

On the demand side, there is also a wide range of options. Transparency, compatibility with other platforms, functionality, and minimum investment all play a significant role in selecting the appropriate DSP.