What is the primary goal of an SSP?

The primary goal of a Supply-Side Platform (SSP) is to maximize revenue for publishers. SSPs act as intermediaries that help publishers manage their advertising inventory, enabling them to sell ad space more effectively. By connecting publishers to various demand sources, such as ad exchanges and demand-side platforms (DSPs), SSPs facilitate competition among advertisers, which can drive up the price of ad placements and ultimately increase revenue for the publisher.

SSPs also provide tools for optimizing ad sales, providing insights about audience engagement, and maximizing fill rates. This focus on generating the highest possible revenue from available inventory is what distinctly characterizes the primary function of an SSP in the digital advertising ecosystem.

In contrast, while reducing costs for advertisers, developing ad campaigns, and creating data reports for clients are essential functions within the broader advertising landscape, they do not directly relate to the primary objectives of an SSP. Each of these activities is more aligned with the capabilities of demand-side platforms or advertising agencies.