Publishers in Digital Age: How Can They Contribute from Having an SSP?

On my second week with a super dynamic and innovative Ad Tech industry, I can't hide my excitement and appreciation with amazing technical solutions developed by mankind in just a few decades, since the advent of digital advertisement. This little article highlights the main benefits of being a digital age publisher in comparison with the good old times of paperback books, newspapers, and posters.

To introduce the topic for the newbies like myself, let me share that publishers in the digital age tend to rely on the use of so-called SSPs (Supply-Side Platforms) which present a digital advertising tool used to automate the selling of display, video, and native ad space on websites and apps based on impressions (An ad impression, also known as an ad view, quantifies the number of digital views which an advertisement, post, or web page receives).

The publishers who own Supply-Side Platforms (SSPs) obtain a range of benefits that help them maximize their advertising revenue and streamline their ad operations. After reading about this innovative (and very profitable) business, I could put together a whole list benefits that publishers obtain:

Increased Monetization Opportunities

I never liked the word monetization, so I'd put it simply: having an SSP, a publisher obtains access to a wide range of desired sources of income, including ad networks, ad exchanges, DSPs, and direct advertisers. This increased access to demand partners can lead to higher fill rates and increased competition for ad inventory, ultimately driving up ad revenue.

Dynamic Ad Inventory Management

SSPs offer amazing tools and features which allow publishers to effectively manage their ad inventory in real-time. A publisher can set floor prices, prioritize different ad formats, optimize ad placements based on performance metrics, and all this helps them to maximize revenue potential.

Yield Optimization and Pricing Control

Thanks to SSP's advanced algorithms and machine learning techniques, publishers can sell their ad impressions at the highest possible price: they can set pricing rules, apply dynamic floor pricing, and implement header bidding to maximize revenue from each impression- something that a last century publisher could not even dream of.

Access to Programmatic Advertising

With the help of SSP a publisher can participate in programmatic advertising auctions, including real-time bidding (RTB) and private marketplaces (PMPs). This allows publishers to sell their ad inventory programmatically (another word that I don't like, but it is in the right place here); A publisher also obtains the ability to automate the buying process and reach a larger pool of advertisers.

Granular Reporting and Analytics

Another useful tool offered by SSP to a publisher is detailed reporting and analytics tools for tracking ad performance, monitoring revenue trends, and obtaining insights into audience engagement. Publishers can access real-time data on impressions, clicks, CPMs, and other key metrics to make informed decisions about their ad strategy.

Streamlined Ad Operations

SSPs streamline the ad serving process by consolidating multiple demand sources (read: multiple money-making opportunities) into a single platform. This simplifies ad operations for publishers, reducing the need for manual ad management tasks and allowing publishers to focus on creating high-quality content.

Ad Quality and Brand Safety Controls

Publishers equipped with SSPs have powerful tools for controlling ad quality and ensuring brand safety: they can set restrictions on ad content, block ads from specific categories or advertisers, and they can implement verification tools to prevent ads from appearing alongside inappropriate or harmful content.

Scalability and Flexibility

And the last but not least feature lies in the fact that SSPs are designed to scale with the needs of publishers, whether they are small independent websites or large media companies. SSPs offer flexible pricing models, customizable features, and scalability to accommodate publishers of all sizes and growth stages.

Overall, using SSPs can help publishers-

• optimize their ad revenue,

• improve operational efficiency, and
• gain access to a wider range of advertisers and demand sources,

All these features taken together, make up a powerful digital tool for driving growth and profitability for publishers' modern digital business.