{"id":827,"date":"2024-05-17T14:52:13","date_gmt":"2024-05-17T14:52:13","guid":{"rendered":"https:\/\/okonet.kinsta.cloud\/?p=827"},"modified":"2024-05-17T14:52:13","modified_gmt":"2024-05-17T14:52:13","slug":"dsps-and-ssps-the-differences-similarities-and-basics","status":"publish","type":"post","link":"https:\/\/cool.co\/publisher-experiences-home\/2024\/05\/17\/dsps-and-ssps-the-differences-similarities-and-basics\/","title":{"rendered":"DSPs and SSPs \u2014 The Differences, Similarities, and Basics"},"content":{"rendered":"
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Adtech is full of acronyms \u2014 and while DSPs and SSPs do actually have a lot in common, they\u2019re for different purposes and people. In this blog post, we explain the basics.<\/p>\n<\/div>\n<\/div>\n

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Released in 2004, the PlayStation Portable \u2014 also known as the PSP \u2014 is a Sony handheld gaming device that has absolutely nothing to do with this article, except to illustrate that acronyms can get confusing. Adtech is full of three-letter acronyms, and people often don\u2019t take the time to explain them. A great example of this is demand-side platforms \u2014 DSPs \u2014 and supply-side platforms \u2014 SSPs.<\/p>\n<\/div>\n<\/div>\n

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DSPs and SSPs sound very similar, and they should: in many ways they\u2019re two sides of the same coin. That coin is called \u201cprogrammatic,\u201d and DSPs and SSPs are a big part of how they work.<\/p>\n<\/div>\n<\/div>\n

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In this blog post, we explain the differences between DSPs and SSPs, and what they\u2019re used for in adtech.<\/p>\n<\/div>\n<\/div>\n

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Contents<\/p>\n<\/div>\n<\/div>\n

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  1. Ad Exchanges And You<\/a><\/li>\n
  2. What Does An SSP Do?<\/a><\/li>\n
  3. What Does A DSP Do?<\/a><\/li>\n
  4. AdSense, AdX, And Publisher Partners<\/a><\/li>\n
  5. Final Thoughts<\/a><\/li>\n<\/ol>\n<\/div>\n<\/div>\n
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    Case Study:<\/b>\u00a0<\/i>Insticator transformed Brit+Co\u2019s community with a 50% increase in online engagement.\u00a0Read More<\/a><\/p>\n<\/div>\n<\/div>\n

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    Ad Exchanges And You<\/h2>\n<\/div>\n<\/div>\n
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    Just like stocks, ad slots are bought and sold on an exchange \u2014 in this case, what\u2019s known as an ad exchange. Unlike stock exchanges, though, there\u2019s no \u201ctrading floor\u201d where these sales happen. Instead, ad exchanges happen virtually. And instead of being traded by people, ad slots are auctioned off by computer to the highest bidder.<\/p>\n<\/div>\n<\/div>\n

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    Publishers place their available ad slots on the ad exchange, and advertisers bid for them using Real-Time Bidding, or \u201cRTB\u201d (there\u2019s another one of those three-letter acronyms). No humans are involved in the actual bidding process \u2014 they set up their preferences, and the computers take care of the rest.<\/p>\n<\/div>\n<\/div>\n

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    The publisher side of this equation is called the \u201cSupply Side Platform.\u201d Publishers are the ones \u201csupplying\u201d the ad slots that are being bid on by advertisers. The Advertiser side is the \u201cDemand Side Platform.\u201d<\/p>\n<\/div>\n<\/div>\n

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    What Does An SSP Do?<\/h2>\n<\/div>\n<\/div>\n
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    If you\u2019re a publisher, ad space on your site is limited, so it\u2019s important for your bottom line to make sure every pixel of ad space is going for a good price. Before SSPs, publishers often had to sell ad space at bargain-basement prices to avoid leaving inventory empty. SSPs allow publishers to connect with multiple ad exchanges around the world simultaneously, to make sure the maximum number of advertisers are bidding on their valuable inventory.<\/p>\n<\/div>\n<\/div>\n

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    With a supply-side platform, publishers can set a price floor or bidding range they\u2019re willing to accept for their inventory \u2014 like setting a reserve price for an auction on eBay. With their price constraints set, publishers can then run programmatic auctions for their ad inventory.<\/p>\n<\/div>\n<\/div>\n

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    Through an SSP, publishers have more control over how their ads are sold than ever. They can screen specific brands from running alongside incompatible content, evaluate historic performance, set frequency caps to avoid ad fatigue, and more.<\/p>\n<\/div>\n<\/div>\n

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    All of this allows publishers to expand their reach, increase fill rates, and optimize their revenue in a way that keeps their brand healthy.<\/p>\n<\/div>\n<\/div>\n

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    What Does A DSP Do?<\/h2>\n<\/div>\n<\/div>\n
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    While SSPs allow publishers to auction their ad space in a way that works best for them, DSPs allow advertisers to buy ad space in a way that works best for them. Ad space on ad exchanges are sorted by what types of audiences they\u2019re reaching. That means that advertisers can buy ad space that can specifically target their intended audiences. Audience demographics, location data, browsing behavior and more are available for advertisers to target, allowing them to spend their money efficiently and wisely instead of casting a wide net and hoping for the best.<\/p>\n<\/div>\n<\/div>\n

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    And much like how publishers get to set pricing parameters for the inventory they\u2019re selling, advertisers can set parameters for what they\u2019re willing to pay, seeking out potential bargains in the pool.<\/p>\n<\/div>\n<\/div>\n

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    DSPs are a necessity for advertisers, as it allows them to set and manage their creatives, target their audiences, and keep budgets in check. Ad exchanges and DSPs have made a lot of the modern Internet possible. And when it comes to ad exchanges, you can probably guess who the biggest name is:<\/p>\n<\/div>\n<\/div>\n

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    AdSense, AdX, And Publisher Partners<\/h2>\n<\/div>\n<\/div>\n
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    Google is, of course, one of the biggest players in the online advertising ecosystem. At the lower level,\u00a0Google AdSense<\/a>\u00a0is the tier that allows small publishers to sell their inventory, but at set prices. At the higher level,\u00a0Google\u2019s AdX<\/a>\u00a0is a true ad exchange \u2014 but they don\u2019t let just any publisher participate. AdX is invitation-only, and only some publishers qualify.<\/p>\n<\/div>\n<\/div>\n

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    To participate in Google\u00a0AdX<\/a>, most publishers will need to work with a\u00a0Google-Certified Publisher Partner<\/a>, or GCPP. These\u00a0partners<\/a>\u00a0go through an extensive vetting process with Google in order to participate in AdX, which essentially allows them to vouch for publishers who haven\u2019t been invited in yet.<\/p>\n<\/div>\n<\/div>\n

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    Final Thoughts<\/h2>\n<\/div>\n<\/div>\n
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    Hopefully, this extra bit of context will help keep all these different three-letter acronyms straight in the future. Programmatic bidding on ad exchanges is one of the most important activities on the modern Web, and how many advertisers and publishers alike are able to keep the lights on.<\/p>\n<\/div>\n<\/div>\n

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    If you\u2019re a publisher looking for the best way to auction your inventory online, then\u00a0Insticator\u2019s SSP<\/a>\u00a0is a solution worth considering. With leading-edge technical performance,\u00a0unique partnerships<\/a>, and a team of experts at hand, Insticator can help monetize your site at a level you hadn\u2019t thought possible before.\u00a0Reach out<\/a>\u00a0today.<\/p>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

    Adtech is full of acronyms \u2014 and while DSPs and SSPs do actually have a lot in common, they\u2019re for different purposes and people.<\/p>\n","protected":false},"author":1,"featured_media":829,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-827","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"acf":[],"yoast_head":"\nDSPs and SSPs \u2014 The Differences, Similarities, and Basics | Publisher Experiences | COOL Media (formerly Insticator)<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/cool.co\/publisher-experiences-home\/2024\/05\/17\/dsps-and-ssps-the-differences-similarities-and-basics\/\" \/>\n<meta property=\"og:locale\" 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