What Is Supply-Side-Platform (SSP) Software?
A supply-side platform (SSP) software is a technology medium to help web publishers and out-of-home (DOOH) media owners handle their advertisement inventory, fill it with ads, and receive revenue. Many of the larger net publishers of the world operate a supply-side platform to automate and optimize the selling of their online media area. A supply-side platform interfaces to advertising networks and exchanges on the publisher side, which in turn interfaces to demand-side platforms (DSP) on the advertiser side. This system allows advertisers to put online and DOOH advertising before a selected target audience. SSPs send possible impressions into ad interactions, where DSPs purchase them on marketers' behalf, relying on specific targeting features and audience data. Publishers can maximize revenue by offering impressions to as many potential buyers as possible. Therefore, SSPs are sometimes directed to yield-optimization platforms.
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Growth Factors in SSP Software Market
Increase in Popularity of Mobile Programmatic Advertising
The Supply Side Platform (SSP) software is anticipated to increase due to the popularity of mobile programmatic advertising. It has boosted the demand for ad networks and exchanges, which has been shown to increase the deployment of supply-side platforms. Mobile app publishers, predicted to be major technology users, invest more in these media to attract advertisers. The SSP software market is also likely to accumulate from the increased demand for mobile advertising and the dynamic market development. The demand for real-time bidding (RTB) will also enhance as the dynamic mobile advertising platforms develop, thereby increasing the supply of inventory on these platforms and moving down website owners’ prices.
Opportunities in SSP Market
Increasing demand for mobile programmatic advertising in leading economies globally is the essential growth driver of the supply-side platform (SSP) market. Also, increasing market demand to decrease their overall costs is expected to create revenue-generating opportunities for well-established players in the coming years. In addition, the rising capability of SSP software to deliver inventory through specific channels could propel product demand and augment the growth in the global market in the years ahead.
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How do SSPs function?
Supply-side platforms join publishers to numerous demand sources simultaneously in a programmatic marketplace. SSP software delivers the technology and resources, allowing publishers to aggregate, consolidate, and manage their demand sources. Publishers set brand safety guidelines, categories, and pricing. Once publishers set the criteria, the SSP software holds an auction that believes all of these factors, and the most increased bidder wins the auction.
What Are The Main Features Of An SSP?
An SSP provides several important functions in buying and selling programmatic advertising. Here are some of the essential elements of the supply-side medium.
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Ad Exchange- An ad exchange permits SSPs and DSPs to transmit and facilitate the buying and selling of ads through real-time bidding transactions.
Analytics Reports- SSPs provide detailed reports regarding the ad inventory's performance, letting publishers optimize their campaigns.
Ad Inventory Management- An SSP gives publishers command over their inventory to manage the classes of ads being sold.
Integrations- SSPs can integrate with other Ad Tech so publishers can add more nuanced insights to reach relevant audiences.
Header Bidding (Auction)- Header bidding (Auction) technology allows publishers to invite bids from multiple need sources and increase yield simultaneously. APS, for example, only supports header bidding integrations so advertisers can maximize distance on publishers' inventory, letting APS manage ad fills to control for competitive separation and frequency capping. Through our server-to-server integration, you can request multiple bids simultaneously and have our bids provide additional demand managed in your ad-serving system.
Covid-19 Impact on SSP Software Market
During the covid-19 period, the pandemic started to spread across the world. Soon the virus started to spread across significant economies, infecting many people. These have led different governments to execute restrictions and regulations to control the spread of the virus. It has led to multiple industries closing down, disrupting the supply chain. The supply-side platform (SSP) software market has been affected slightly due to the pandemic as the industries were forced to shut down and cut down on their cost to decrease expenses.
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Restraints in SSP Software Market
Big Data Storage Need
The big data storage need is the major factor hindering the SSP market's growth. In the current scenario, there is a shift from centralized to decentralized data storage. It is because of the need for large amounts of data that must be stored across various nodes. In the future, blockchain technology may also be used to store data in a decentralized way.
The SSP Software Market is Segmented into:
Based on Component- the Supply Side Platform (SSP) market has been segmented based on Software/Platform, Services. The Software/Platform segment is rising rapidly in the Supply Side Platform (SSP) software market.
Based on Application- the Supply Side Platform (SSP) software market has been segmented based on Bidding, Targeting, and Online Advertising. The Online Advertising segment is anticipated to be the fastest-growing Supply Side Platform (SSP) software market.
Based On The Industry- the Supply Side Platform (SSP) software market has been segmented based on BFSI, IT and telecommunications, Retail and Wholesale, Manufacturing, Education, Government, Travel, and Others. The IT and telecommunications role is expected to be the largest in the Supply Side Platform (SSP) software market.
Major Players in SSP Software Market
The companies include APPLOVIN, Disqus, RevMob, ADDCOLONY, Unity Technologiies, MoPib, Adcash, AdMaven, Zeropark, Inneractive, Propeller Ads, InMobi Pte, Ltd., Google, Inc., Chartboost and other prominent players SSP Software market.
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About this Report
This SSP Software market report provides growth drivers, latest opportunities, Segment revenue, covid-19 impact, restraints and major players. In addition, this report offers industry analysis and competitive landscape, company financials, and impact analysis. The report includes a detailed view of the market, along with changing dynamics and trends.
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