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Supply Side Platform (SSP) Market

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Supply Side Platform (SSP) Market – Increasing The Implementation Of Supply Side Platforms
A Supply Side Platform (SSP) is a software platform that is used to sell advertisements in an
automated manner. SSP is most frequently used by online publishers in order to help trading of
video, display, and mobile advertisements. SSP permits the publishers to combine their
inventory for several advertisement exchanges and networks at one go. This in result allows a
large number of potential buyers to purchase advertisement space. Moreover, it becomes
possible for the publishers to get the highest possible prices for their advertisements. A supplyside platform (SSP) is also called sell-side platform. SSP is also considered as a technology
platform that assists Digital Out-Of-Home (DOOH) media owners and web publishers manage
their advertising space inventory, fill it with ads, and receive income. SSP is mainly used to
reduce the extra work and eliminate the time taken in the traditional way of managing work.
The probable buyers of SSP are reached through real-time auctions. Publishers can exploit the
revenue received by buyers for their inventory; due to this, SSP is occasionally known as yield
optimization platforms. This leads to growing adoption of SSP in the market. Marketers do not
want to pay expensive human advertisement buyers to bargain with sales person over media
valuing. Marketers usually prefer using technology to buy their advertisements more efficiently.
This helps the market is escalating towards the growth trajectories SSPs are formed in part to
help reduce the selling issues due to lowering the inventory costs and also to help publishers
more efficiently manage and aggregate their relations with advertisement buyers and multiple
networks. Automating and optimizing the selling of online space media is possible due to SSP
besides the ability to manage things in real-time is also possible due to implementation SSP.
Supply Side Platforms (SSPs) have become an important part of the wider field of affiliate
marketing as it affects other variables which might be interesting for an online marketing
industry player. Thus, the above factors are increasing the implementation of supply side
platforms, which results in driving the supply side platform (SSP) market growth.
However, the difficulty for publishers is that this programmatic selling risks in increasing the
worth of their inventory, which can be considered a restraint of the SSP market during the
forecast period.
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The global supply side platform (SSP) market can be segmented based on application,
component, enterprise size, industry, and region. The application segment can be divided into
online advertising, bidding, and targeting. The component segment of the supply side platform
(SSP) market can be categorized into platform/software, and services. Based on enterprise size,
the supply side platform (SSP) market can be classified into small, medium, and large
enterprises. The industry segment of the supply side platform (SSP) market can be divided into
IT, telecommunications, academia and education, retail & wholesale, manufacturing, baking
and finance.
Region wise segmentation of the global supply side platform (SSP) market involves North
America, Europe, Asia Pacific, Middle East & Africa, and South America. The supply side
platform (SSP) market in North America is expected to grow at a significant rate as maximum
vendors operating in this supply side platform (SSP) market are based in this region. Moreover,
the region is leading in adoption of advanced technologies. Digitalization is increasing in many
developing countries of Asia Pacific such as India and China. Moreover, adoption of advanced
technologies in Middle East & Africa as well as in South America is driving the supply side
platform (SSP) market at a significant rate.
Major players operating in the global supply side platform (SSP) market include Google, Inc.,
InMobi Pte Ltd., Vungle, Chartboost, AdsKeeper advertising network, Avocarrot Ltd., adblade,
Disqus, RevMob, APPLOVIN, Unity Technologies, ADDCOLONY, Inc., MoPub, AdMaven, Adcash,
Propeller Ads, Zeropark, and Inneractive.
Author
monaliraghu
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