A supply-side platform has blessed digital advertisers and publishers with automation functionality. The ad exchange space is constantly changing, hence it is critical to understand how an SSP selects an ad to be displayed on a specific ad inventory.
This is because the process depends on the following supply side platform features:
With SSP, publishers are able to manage their ad slots as per the needs of specific localised audiences and advertisers.
SSP advertising helps in building a comprehensive portrait of the audience by adding another layer of meaning with location data.
Publishers can ensure different vendors from all over the world can have access to the same ad space.
Publishers can also get a higher CPM for in-demand impressions and niche audiences as certain SSP features enhance data management capabilities with a reliable data management platform (DMP).
This platform usually has additional connections to external sources of data for advanced traffic analysis, audience segmentation, and impressions.
Compatibility for real-time bidding (RTB) is possibly the most important feature of a supply-side platform.
Advertisers can use their DSP to bid for ad space on a popular article or video. As the SSP defines the bid range, the DSP will automatically offer a price that’s mutually beneficial.
Then the SSP looks at the available bids to select the best ad – all in real-time.
However, a mismatch between the advertiser’s requirements and the publisher’s availability might occur.
When this happens, SSP will modify the parameters to minimise the possibility of the inventory going unutilised. SSP will help leverage historic data from the advertiser (i.e average bids) to fine-tune parameters accordingly.
The supply-side platform organises publishers’ data to offer precise targeting options for brands and advertisers.
With the help of the supply side platform, publishers offer impressions with extensive context based on user behaviour and preferences.
SSPs also add the geographical dimension to impressions by supplying them with geolocation data.
Mobile SSP can also provide a more precise geotargeting depending on the type of connection of the device.
LMX provides an innovative supply-side solution for media owners to optimise their inventory management and automate OOH selling and buying processes.
LMX offers automated dynamic content scheduling and real-time ad-serving for businesses seeking to achieve operational efficiency.
The platform also provides two options of public cloud and private cloud for businesses to have complete control.
DOOH campaigns that come in different types and formats can also be supported and served traditionally, dynamically and programmatically.