Best Supply Side Platform (SSP) Software

Supply side platforms (SSPs) allow publishers to make money from their websites by creating and selling ad inventory to marketers on an impression-by-impression, or visitor-by-visitor, basis. By selling ads in real time, publishers can provide advertisers with better visibility into individual impressions and gain instant clarity into advertising demand. This ensures that publishers sell their inventory at the most optimal price point and leverage their ad inventory to the fullest extent. SSPs are used in conjunction with publisher ad servers—either as a single product or two separate integrated products—that provide the functionality to manage ad inventory and traffic incoming ads. SSPs, in turn, give publisher ad servers the ability to sell their advertising inventory in real time through advertising exchanges or directly to advertisers’ demand side platforms (DSPs).

To qualify for inclusion in the SSP category, a product must:

  • Include publisher ad server functionality or be able to integrate with publisher ad servers
  • Connect to ad exchanges and directly to DSPs to sell ad inventory in real times

Supply Side Platform (SSP) Software Grid® Overview

The best Supply Side Platform (SSP) Software products are determined by customer satisfaction (based on user reviews) and scale (based on market share, vendor size, and social impact) and placed into four categories on the Grid®:
  • Products in the Leader quadrant are rated highly by G2 Crowd users and have substantial Market Presence scores. Leaders include: DoubleClick for Publishers
  • High Performers are highly rated by their users, but have not yet achieved the market share and scale of the Leaders. High Performers include: OpenX
  • Contenders have significant Market Presence and resources, but have received below average user Satisfaction ratings or have not yet received a sufficient number of reviews to validate the solution.
  • Niche solutions do not have the Market Presence of the Leaders. They may have been rated positively on customer Satisfaction, but have not yet received enough reviews to validate them. Niche products include: ONE by AOL and LiveRail
G2 Crowd Grid® for Supply Side Platform (SSP)
High Performers
One by aol
Doubleclick for publishers
Market Presence
Linked in no background

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