Digital publishing businesses strive to monetize their apps, games, or websites and profit from them. While achieving monetization goals is complex, publishers can leverage several supply side platforms. With plenty of SSPs, publishers need clarification on how to select the best SSPs for publishers. This article clarifies those concerns by mentioning the best 30 supply side platforms for publishers in 2023 and beyond.
What is an Supply Side Platform (SSP)
Publishers use a supply-side or sell-side platform to manage their inventory. It makes information about potential ad impressions available for publishers. In an RTB setup, SSPs are the auctioneers, and DSPs are the bidders.
List of 29 best SSPs for publishers
PubScale is one of the best SSPs for publishers that connects them with premium demand partners through Google Ad Manager. As an all-inclusive supply side platform, PubScale is integrated with advanced ad serving and ad mediation technology, policy compliance features, and revenue optimization capabilities.
Also, its’ Google AdX offers a real-time analytics dashboard that shows granular insights on how your ads perform, the fill rate, whether any inventory gets wasted, and so on. With PubScale, publishers get premium demand for their ad inventory via real-time bidding while maintaining 100% compliance with Google advertising policies.
- Assured increase in eCPM and fill rate.
- Ad exchange with real-time bidding.
- Backfilling support.
- 24/7 AdOps support.
- Direct selling with PubScale’s network of advertisers.
Elevate your game earnings with the best SSP.
Google Ad Manager
Owned by Google, Google Ad Manager is a widely popular and reliable supply side platform for publishers. While GAM cannot be considered an independent SSP platform, it offers most features of the best SSPs for publishers, such as premium demands, ad revenue optimization, bidding, and campaign management. Additionally, it grants publishers access to Google AdX and a more powerful version of it as GAM 360.
- Untapped ad requests from high-quality networks.
- Strong monetization support.
- Access to Google AdX.
- Customer management.
- Unified analytics dashboard.
Setupad is an app monetization platform with integrated ad optimization features. This premium SSP platform supports header bidding auctions, allowing publishers to open up their ad inventory across various buyers and offering competitive CPM deals. With high CPM prices, web publishers grow their ad revenue 3X more.
- SSP updated as per current industry standards.
- Easy implementation.
- Integration with 16 popular SSPs.
- Upto 3X revenue increase.
Index Exchange is an industry pioneer in programmatic advertising technology with a range of powerful products and solutions, including Index Exchange SSP for publishers. Their platform allows publishers to access a range of demand sources, renowned advertisers, demand-side platforms, and ad networks. Using Index Exchange SSP, publishers can grab the highest bid in real-time and sell theirs at maximum eCPM, CPM, and revenue.
- Data and analytics.
- Multi-ad support.
- Quick integration.
- Premium demand.
- Ad creative suggestion.
SpotX is a video-centric SSP that helps publishers reach premium demand partners to sell their video ad inventory and space. Designed as an end-to-end solution, SpotX offers exclusive demand facilitation to ensure you earn more on each ad slot. Also, it supports data activation and strategic guidance from video advertising experts.
- A dedicated video-based SSP platform.
- Easy-to-use features with maximum yield.
- The highest bid for your ad inventory.
AdMob is a leading Google-owned SSP for mobile app publishers. AdMob allows publishers to fill their ad inventory with worldwide ad requests, which maximizes their revenue on each impression. Additionally, Google AdMob SSP drives higher bids to the publishers with innovative AdMob mediation technology that enables strategic participation of various networks while ad inventory is limited. This way, publishers win the highest bid for their ad slot.
- Innovative bidding technology.
- Top-performing ad formats.
- Granular, actionable insights.
- Automated monetization tools.
Explore the power of AdMob Mediation Now!
Google AdSense is another Google-owned SSP designed to serve website ad publishers. The platform is optimized to support a vast network of advertisers competing for your ad slots. More competition and more demand, competitive bids, and high fill rates. Therefore, Google AdSense is one of the best SSPs for website publishers.
- Automatic ad optimization for mobile or desktop.
- Ads are tailored as per your website’s ecosystem.
- Seamless integration with one piece of code.
OpenX abides by an umbrella concept as it has SSPs for publishers, real-time bidding functionality, and ad serves on a unified platform. Publishers looking to earn from their ad slots can simultaneously leverage the benefits of RTB, supply side platforms, and ad servers, driving maximum revenue from ads through this all-in-one and best SSP for publishers.
- Integrated ad exchange.
- Multi-device responsive ads.
- Omnichannel global marketplace.
Amazon Publisher Services
Unique features of this supply side platform are a unified, private, and transparent marketplace that opens up various opportunities across publishers to grab highly priced bids and earn more for every impression. Like most best SSPs for publishers, Amazon Publisher Services contributes to increasing publishers’ revenue from ads.
- Auction-level reporting.
- Header bidding.
- Data analytics and insights.
Xandr SSP enables publishers to reach hundreds of demand partners and sell their ad inventories by using open or private auctions. Big publishers like Ouest France, Schibsted, Seattle Times, and many more have integrated Xandr's SSP with their websites and improved their ad revenue.
- Offers one of the world’s largest programmatic marketplaces.
- Access to premium inventory.
- Differentiated demands.
- Unique data analytics.
Criteo SSP supports Direct Bidder technology to help publishers increase website ad revenue. The platform supports popular formats such as native ads, rich media ads, standard IAB, sticky footer, and native API. You can run any ads relevant to your advertisers and generate better revenue.
- Scaled in 89 countries.
- Premium ad inventory for every publisher.
- Deep insights into audience behavior.
Smaato is an intuitive SSP for publishers with free ad servers connecting publishers to premium advertisers. It offers a dedicated publisher platform, SPX, with the tools you need to send high-quality content on their ad slots. Publishers using Smaato can import their existing data on its unified ecosystem and manage ad inventories in one spot.
- Granular data and real-time analytics.
- Device agnostic platform.
- Total transparency.
- Innovative ad formats.
Pubmatic’s SSP for publishers is designed to provide worldwide publishers access to the open internet and connect with premium advertisers. Features on this supply side platform are optimized to support increased monetization through a robust header bidding approach, modern ad formats, and transparency in the bidding process.
- Omnichannel sell-side platform.
- World-class support.
- Trillions of active advertisers.
Media.net is a popular supply side platform powered by Bing and Yahoo! This SSP for publishers is very popular as it allows them to access keyword-targeted advertisers. Media.Net helps you to connect with niche advertisers and sell your ad inventory to them at the maximum price.
- Keyword-based advertiser targeting.
- Highly populated marketplace for RTB.
- High revenue on each ad impression.
The supply side platform by Adform offers real-time bidding (RTB), driving premium demands for publishers. For integration, you do not need to make changes to your current setup, and it is easy to integrate on any ad server and access high-quality ad requests.
Why Adform SSP:
- Multi-channel support.
- Detailed analytics & reporting.
- DMP (data management platform) Integration.
Teads is a leading SSP for publishers that connects online video publishers with high-paying advertisers across a unified global platform. Additionally, publishers can use Teads to produce video ad inventory and monetize these via programmatic advertising.
- A range of optimization tools.
- Real-time reporting and monitoring.
- Troubleshooting features.
E-planning is one of the best SSPs for publishers present all across the world. The platform enables the publishers to select the most profitable ad networks using delicate in-house tools. You can unlock the opportunity to make more revenue on each impression.
- High-quality ad inventory.
- Fast payouts.
- Real-time analytics.
AdColony is a mobile-focused video advertising platform for app developers and international publishers worldwide. It offers an extensive programmatic advertising marketplace where publishers can sell and buy HD video inventory and grab the highest bid.
- Effective ad mediation.
- Easy integration.
- Revenue optimization.
Smarty Ads SSP
The supply side platform from Smarty Ads offered ravishing opportunities for web and app publishers to maximize their ad earnings. This SSP for publishers integrates highly feasible programmatic advertising tools that allocate inventory well and support next-level monetization management.
Why Smarty Ads SSP:
- Full ad transparency.
- Premium demand partners.
- RTB to sell unsold inventory.
- Competitive pricing on each impression with benefits of programmatic direct.
Verizon Media offers publishers a reliable yet simple supply side platform combined with a unified programmatic solution and necessary tools designed to boost monetization through high-quality ad networks, premium DSPs, diverse ad formats, and ad inventories.
- Monetization tools.
- Premium ad networks.
- Top-performing ad formats.
Kevel offers a powerful SSP for publishers with an ad-serving API that facilitates the creation of a supply side platform. Publishers can call API from Kevel’s SSP and build customized SSPs without complex processes and technical issues.
- Powerful API to build custom programmatic platforms.
- Personalized content for ads.
- Sponsored advertiser listing.
Nativo Edge offers end-to-end SSPs for publishers to create a premium ad experience, thereby increasing publishers’ profit on each ad impression. The platform is backed with native ad-serving technology and ad revenue optimization tools.
- Direct sales for maximum profit.
- Deep insights into ad operations.
- Code-free environment.
- Website or app monetization.
GumGum offers an easy-to-integrate SSP for publishers that support direct sales and programmatic advertising to drive maximum ad revenue to the publishers. This supply side platform uses computer vision, image recognition, and language processing technology to provide privacy-first contextual insights for result-giving campaigns.
- Unified, server-to-server platform.
- Header bidding support.
- Robust ad serving technique.
- No-code approach.
Vistar Media is a complete solution to the programmatic buying and selling challenges. Their supply side platform is another powerful tool that uses programmatic Digital out-of-home to connect publishers with ideal demand sources.
- Access to the world's omnichannel DSPs.
- Digital-out-of-the-home (DOOH) benefits.
- Full control of ad performance.
- Comprehensive programmatic dashboard.
AppLovin is a 360-degree monetization solution for mobile app publishers and developers. The supply side platform offered by AppLovin is designed to accelerate publishers’ earnings with eCPM maximization, supply optimization, and user acquisition. With an ecosystem of over 130 Demand-Side Platforms (DSPs), the AppLovin supply side platform serves as a strategic real-time marketplace to drive maximum revenue without many challenges.
- Over hundreds of DSPs.
- QA testing and optimization.
- Deal with renowned, active demand providers.
Explore demand partners beyond AppLovin.
Improve Digital is a leading programmatic advertising company that offers a holistic ssp for publishers, “ORIGIN”, to attain sustainable revenue from ads. It allows you to connect with premium demand partners or direct advertisers worldwide, create revenue opportunities, and gain full control of first-party customer data.
- Omnichannel monetization.
- Innovative demand engine.
- Seamless integration.
- Quick and transparent reporting.
Smart AdServer SSP
Smart AdServer is a full-stack ad monetization and path optimization platform that offers an easy-to-use publisher-focused SSP. Their SSP is, by default, integrated into a feature-rich open ad server to avoid publishers’ hassle of switching between different platforms to grab the highest bid price.
- Cross-platform trafficking.
- Real-time ads analytics tool.
- Granular and contextual reporting.
- Open API.
Magnite was formed after the Rubicon and Telaria project merged in 2020. The merger aimed to create a highly feasible and independent SSP for publishers. Magnite is the best company to facilitate the automated buying and selling of ad inventory. It provides publishers with Private Marketplace (PM), Auction package capabilities, and Programmatic guaranteed (PG) to accelerate their sale of inventory.
- Real-time cloud and Big Data computing.
- Video ad serving.
- Robust inventory management.
How to choose the best supply side platform?
To determine which SSP platform is best for you, check its features and determine whether those features align with your business needs. Following is a concise list of the top features you must look for in the best SSP platform:
The SSP platform you choose must be Google-approved. The sell side platform should have a strategic partnership with Google; it can be a Google-certified publisher or channel partner.
RTB is an integral feature of SSP as it enables publishers to review various demand partners and choose the right demand based on parameters like bidding price, ad quality, unique demand, DSPs, and ad space availability.
Highly competitive ecosystem
A supply side platform with a competitive ecosystem allows the publishers to drive demand from premium DSPs and demand sources, driving maximum revenue. Some SSPs have a network of direct advertisers that publishers can partner with if needed.
Ad policy compliance
Whether you have a thriving publishing business or are gearing up to set up one, always choose an SSP that sends high-quality ads on your app, game, or website. Also, the SSP must be capable of ensuring 100% Google policy compliance with your ad units.
Competitive revenue-sharing model
Revenue margin in a typical SSP range between 30 to 50%. However, most SSP partners are open to negotiation based on publishers’ budgets. Note that the supply side platform with a real-time bidding feature has a smaller revenue margin as it does not require much effort for the publishers.
Account manager support
A dedicated account manager is responsible for managing your SSP account and working with the ad operations team to guide them on selling your ad inventory on the highest CPM deals and high-paying bids. Further, issues like policy violation, restriction, and ad serving limitations are solved promptly when your SSP has active support.
What does an SSP manage in ad selling
- Optimizing ad networks: When multiple ad networks are integrated, an SSP uses historical data to determine the ad network to use to serve impressions.
- Real-time bidding: SSPs allow publishers to sell ad space efficiently by handling real-time bidding auctions.
- Frequency capping: SSPs and DSPs together take care of frequency capping, where they make sure that a user does not see an ad too many times.
- Relevancy: SSPs ensure that only relevant ads are served on a publisher's app or website. For example, ads from a specific geolocation.
Supply side platforms make programmatic selling easier and highly profitable for publishers while bridging the gap between publishers and top-tier demands. Therefore, seller side platforms will be crucial in 2023 and beyond.
Most app or game have an SSP integrated with the ecosystem to avoid publishers from using a third-party ad network or intermediary platform. Although we have top SSPs in this post, after in-depth research and testimonies, you must consider your precise needs before choosing an SSP for your business.