Glossary/Adtech & Programmatic/Supply-Side Platform (SSP)
Adtech & Programmatic
Supply-Side Platform (SSP)
Software publishers use to sell their ad inventory to many buyers and maximize yield.
By Brandon Mina·CEO, BrandPilot AI·Updated November 2026
Appears in Lesson 1 of Programmatic 101
Short answer
A supply-side platform (SSP) is software that publishers use to sell their ad inventory to many buyers and maximize revenue. It connects to exchanges and DSPs, runs or participates in auctions, and enforces floors, deals, and brand rules. SSPs also provide yield analytics that help publishers manage pricing and demand partners.