Supply-side Platform

A Supply-side Platform (SSP) helps publishers manage, sell, and optimize their ad inventory programmatically.

Why it matters

Enables efficient ad inventory management.
Maximizes revenue through real-time bidding.

How to measure

Fill rate and eCPM (effective Cost Per Mille).
Daily or weekly performance metrics.

Details

SSPs are crucial for publishers looking to monetize their mobile apps effectively. By connecting to multiple ad exchanges and networks, SSPs allow publishers to offer their ad inventory to a wide range of potential buyers. This increases competition and can lead to higher ad revenues. Mobile engineers and growth teams should ensure their apps are integrated with reliable SSPs to optimize ad placements and user experience.

In a mobile context, SSPs can help manage ad formats like banners, interstitials, and native ads, ensuring they fit seamlessly within the app's user interface. They also provide analytics tools to track performance, enabling data-driven decisions to enhance monetization strategies.

Examples & formulas

For instance, an SSP might help a publisher increase their fill rate from 70% to 90% by optimizing ad placements and connecting to more demand sources.

Fill Rate = (Total Impressions / Total Requests) * 100

Common mistakes

Ignoring ad quality, which can lead to poor user experience; ensure ads are relevant and non-intrusive.
Overlooking data privacy regulations; always comply with GDPR and CCPA requirements.