“Supply-side platform”的意思、由来-开放百科全书

A supply-side platform (SSP) or sell-side platform is a technology platform to enable web publishers and digital out-of-home (DOOH) media owners to manage their advertising space inventory, fill it with ads, and receive revenue.^[1] Many of the larger web publishers of the world use a supply-side platform to automate and optimize the selling of their online media space.^[2]

A supply-side platform interfaces on the publisher side to advertising networks and exchanges,^[3] which in turn interface to demand-side platforms (DSP) on the advertiser side.^[4]^[5]

This system allows advertisers to put online advertising and DOOH advertising before a selected target audience.^[6] SSPs send potential impressions into ad exchanges, where DSPs purchase them on marketers’ behalf, depending on specific targeting attributes and audience data^[7]. By offering impressions to as many potential buyers as possible publishers can maximize the revenue. Therefore, SSPs are sometimes referred to as yield-optimization platforms.^[8] With the arrival of GDPR, Supply-side platforms are required to work along with Consent Management Platforms (CMPs)^[9]

Unlike advertising networks that target buyers (advertisers), supply-side platforms provide services for publishers (website, app, and DOOH owners).^[12] Supply-side platforms are often integrated into the structure of advertising and ad serving companies, as well as ad exchanges that work with both publishers (supply side) and advertisers (demand side):^[13]

See also

References

1. ^{{cite web |url=https://www.youtube.com/watch?v=-Glgi9RRuJs |title=How an ad is served with real-time bidding |publisher=Internet Advertising Bureau }}
2. ^{{cite web|url=https://www.economist.com/news/special-report/21615872-rise-electronic-marketplace-online-ads-reshaping-media-business-buy |title=Programmatic bidding: Buy, buy, baby |publisher=The Economist |date=2014-09-13 |accessdate=2014-10-06}}
3. ^{{cite web|author=Robert Hof, provided by |url=https://www.forbes.com/sites/roberthof/2014/06/09/openx-aims-to-boost-publishers-online-ads-with-new-ssp-technology/ |title=OpenX Aims To Boost Publishers' Online Ads With New SSP Technology |publisher=forbes.com |date=2014-09-06 |accessdate=2015-08-27}}
4. ^{{cite web|url=http://www.iab.net/data/ecosystem.html | title=Advertising Ecosystem | publisher=iab.net}}
5. ^{{cite web|author=Ryan Joe, provided by |url=http://adexchanger.com/ad-networks/dolan-iab-data-driven/ |title=DSPs, SSPs, DMPs, Ad Exchanges Help Inspire New, IAB Data-Driven Ads Site Says Exec Dolan |publisher=http://adexchanger.com |date=2014-02-07 |accessdate=2015-08-27}}
6. ^{{cite web|url=http://www.clickz.com/clickz/column/1728632/the-rise-demand-side-platform |title=The Rise of the Demand Side Platform |author=Rob Graham|publisher=ClickZ |date=August 25, 2010 |accessdate=2013-11-14}}
7. ^{{Cite web|url=https://www.iab.com/news/u-s-firms-to-spend-over-10-billion-on-third-party-audience-data-in-2017-even-more-on-third-party-solutions-to-use-that-data/|title=U.S Firms to spend over $10 billion on third-party audience data.|last=|first=|date=|website=IAB|archive-url=|archive-date=|dead-url=|access-date=}}
8. ^{{cite web|author=Jack Marshall, provided by |url=http://digiday.com/platforms/wtf-supply-side-platform/ |title=WTF is a supply-side platform |publisher = Digiday |date=2014-01-22 |accessdate=2016-07-29}}
9. ^{{Cite web|url=https://headerbidding.co/consent-management-platform-cmp/|title=What are Consent Management Platforms?|last=|first=|date=|website=Automatad|archive-url=|archive-date=|dead-url=|access-date=}}
10. ^{{cite web|author=Nick Saint, provided by |url=http://www.sfgate.com/cgi-bin/article.cgi?f=/g/a/2010/08/02/businessinsider-real-time-bidding-2010-8.DTL |title=The Rise Of Real-Time Bidding Is The Biggest Online Advertising Story Of 2010 |publisher=Sfgate.com |date=2010-08-02 |accessdate=2010-11-20}}
11. ^{{Cite news|url=https://academy.mobidea.com/affiliate-marketing/supply-side-platform-ssp/|title=What is a Supply-Side Platform, or SSP in Advertising?|date=2017-04-06|work=Affiliate Marketing Training, Guides & Tips {{!}} Mobidea Academy|access-date=2017-04-12|language=en-US}}
12. ^{{cite web|url=http://www.iab.net/data/ecosystem.html | title=Advertising Ecosystem | publisher=iab.net}}
13. ^{{cite web|author=Susan Bidel, provided by |url=https://www.forrester.com/The+Forrester+Wave+SellSide+Platforms+And+Exchanges+For+Publishers+Q2+2014/fulltext/-/E-RES115689 |title=The Forrester Wave™: Sell-Side Platforms And Exchanges For Publishers, Q2 2014 |publisher=www.forrester.com |date=2014-05-29 |accessdate=2015-08-27}}