In Real-Time Bidding (RTB), what role does a Sell-Side Platform (SSP) fulfill?

The Sell-Side Platform (SSP) plays a crucial role in the ecosystem of Real-Time Bidding (RTB) by representing the publisher and hosting auctions. SSPs are designed to optimize the inventory of digital ad spaces that publishers have, allowing them to maximize revenue. They connect to various Demand-Side Platforms (DSPs) to facilitate the auction process, where ad impressions are sold to the highest bidder in real time. By managing the ad inventory for publishers, SSPs ensure that advertising is efficient and that publishers receive competitive rates for their available ad space.

In contrast to other roles in RTB, such as connecting advertisers to users or managing ad content, the focus of the SSP is distinctly on supporting the publisher's ability to monetize their inventory effectively. This helps create a competitive environment for ad placements, maximizing revenues through transparent bidding practices.