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30 Best Supply Side Platforms (SSP) For Publishers in 2023

In the world of digital publishing, the primary objective is to generate revenue from apps or websites. Achieving this goal can be challenging, but publishers have a range of supply-side platforms (SSPs) at their disposal. Given the multitude of SSP options available, publishers must understand how to choose the most suitable ones. This article aims to address these concerns by highlighting the top 30 SSPs for publishers in 2023 and beyond.

List of 30 best SSPs for publishers

1. GreedyGame AdX

AdX by GreedyGame is one of the best SSPs for publishers that connects them with premium demand partners through Google Ad Manager. As an all-inclusive supply side platform, GreedyGame AdX is integrated with advanced ad serving and ad mediation technology, policy compliance features, and revenue optimization capabilities. Also, its’ GAM AdX offers a real-time analytics dashboard that shows granular insights on how your ads perform, the fill rate, whether any inventory gets wasted, and so on. With GreedyGame AdX, publishers get premium demand for their ad inventory via real-time bidding while maintaining 100% compliance with Google advertising policies.

Why GreedyGame AdX

• Assured increase in eCPM and fill rate.

• Ad exchange with real-time bidding.

• Backfilling support.

• 24/7 AdOps support.

• Direct selling with GreedyGame’s network of advertisers.

 

2. Google Ad Manager

Owned by Google, Google Ad Manager is a widely popular and reliable supply-side platform for publishers. While GAM cannot be considered an independent SSP platform, it offers most features of the best SSPs for publishers, such as premium demands, ad revenue optimization, bidding, and campaign management. Additionally, it grants publishers access to Google AdX and a more powerful version of it as GAM 360.

Key features:

• Untapped ad requests from high-quality networks.

• Strong monetization support.

• Access to Google AdX.

• Customer management.

• Unified analytics dashboard.

 

3. Setupad

Setupad is a website monetization platform with integrated ad optimization features. This premium SSP platform supports header bidding auctions, allowing publishers to open up their ad inventory across various buyers and offering competitive CPM deals. With high CPM prices, web publishers grow their ad revenue 3X more.

Key characteristics:

• SSP updated as per current industry standards.

• Easy implementation.

• Integration with 16 popular SSPs.

• Upto 3X revenue increase.

 

4. Index Exchange

Index Exchange is an industry pioneer in programmatic advertising technology with a range of powerful products and solutions, including Index Exchange SSP for publishers. Their platform allows publishers to access a range of demand sources, renowned advertisers, demand-side platforms, and ad networks. Using Index Exchange SSP, publishers can grab the highest bid in real-time and sell theirs at maximum eCPM, CPM, and revenue.

Unique features:

• Data and analytics.

• Multi-ad support

• Quick integration

• Premium demand

• Ad creative suggestion

 

5. Sharethrough

Sharethrough is a multi-featured supply-side platform with advanced ad optimization capabilities and real-time bidding technology. With Sharethrough SSP, publishers get quality demand from advertisers, thereby increasing eCPM and overall ad revenue. Further, publishers can improve user experience on their app or website with Sharethrough’s human-centric technology for ensuring optimized ad placements.

Why Sharethrough:

• Industry-leading programmatic advertising tools and technologies.

• Advanced real-time bidding.

• Optimized to support diverse channels and ad formats.

• Wide range of premium demand partners.

 

6. SpotX

SpotX is a video-centric SSP that helps publishers reach premium demand partners to sell their video ad inventory and space. Designed as an end-to-end solution, SpotX offers exclusive demand facilitation to ensure you earn more on each ad slot. Also, it supports data activation and strategic guidance from video advertising experts.

Key features:

• A dedicated video-based SSP platform.

• Easy-to-use features with maximum yield.

• The highest bid for your ad inventory.

 

7. Google AdMob

AdMob is a leading Google-owned SSP for mobile app publishers. AdMob allows publishers to fill their ad inventory with worldwide ad requests, which maximizes their revenue on each impression. Additionally, Google AdMob SSP drives higher bids to the publishers with innovative AdMob bidding technology that enables strategic participation of various networks while ad inventory is limited. This way, publishers win the highest bid for their ad slot.

Unique features:

• Innovative bidding technology.

• Top-performing ad formats.

• Granular, actionable insights.

• Automated monetization tools.

 

8. Google AdSense

Google AdSense is another Google-owned SSP designed to serve website ad publishers. The platform is optimized to support a vast network of advertisers competing for your ad slots. More competition and more demand, competitive bids, and high fill rates. Therefore, Google AdSense is one of the best SSPs for website publishers.

Why AdSense:

• Automatic ad optimization for mobile or desktop.

• Ads are tailored as per your website’s ecosystem.

• Seamless integration with one piece of code.

 

9. OpenX

OpenX abides by an umbrella concept as it has SSPs for publishers, real-time bidding functionality, and ad serves on a unified platform. Publishers looking to earn from their ad slots can simultaneously leverage the benefits of RTB, supply-side platforms, and ad servers, driving maximum revenue from ads through this all-in-one and best SSP for publishers.

Key characteristics:

• Integrated ad exchange.

• Multi-device responsive ads.

• Omnichannel global marketplace.

 

10. Amazon Publisher Services

Unique features of this supply-side platform are a unified, private, and transparent marketplace that opens up various opportunities across publishers to grab highly priced bids and earn more for every impression. Like most best SSPs for publishers, Amazon Publisher Services contributes to increasing publishers’ revenue from ads.

Unique features:

• Auction-level reporting.

• Header bidding.

• Data analytics and insights.

 

11. Xandr

Xandr SSP enables publishers to reach hundreds of demand partners and sell their ad inventories by using open or private auctions. Big publishers like Ouest France, Schibsted, Seattle Times, and many more have integrated Xandr's SSP with their websites and improved their ad revenue.

Why Xandr

• Offers one of the world’s largest programmatic marketplaces.

• Access to premium inventory.

• Differentiated demands.

• Unique data analytics.

 

12. Criteo

Criteo SSP supports Direct Bidder technology to help publishers increase website ad revenue. The platform supports popular formats such as native ads, rich media ads, standard IAB, sticky footer, and native API. You can run any ads relevant to your advertisers and generate better revenue.

Unique features:

• Scaled in 89 countries.

• Premium ad inventory for every publisher.

• Deep insights into audience behavior.

 

13. Smaato

Smaato is an intuitive SSP for publishers with free ad servers connecting publishers to premium advertisers. It offers a dedicated publisher platform, SPX, with the tools you need to send high-quality content on their ad slots. Publishers using Smaato can import their existing data on its unified ecosystem and manage ad inventories in one spot.

Why Smaato:

Granular data and real-time analytics.

Device agnostic platform.

Total transparency.

Innovative ad formats.

 

14. Pubmatic SSP

Pubmatic’s SSP for publishers is designed to provide worldwide publishers access to the open internet and connect with premium advertisers. Features on this supply-side platform are optimized to support increased monetization through a robust header bidding approach, modern ad formats, and transparency in the bidding process.

Key features:

• Omnichannel sell-side platform.

• World-class support.

• Trillions of active advertisers.

 

15. Media.Net

Media.net is a popular supply-side platform powered by Bing and Yahoo! This SSP for publishers is very popular as it allows them to access keyword-targeted advertisers. Media.Net helps you to connect with niche advertisers and sell your ad inventory to them at the maximum price.

Unique features:

• Keyword-based advertiser targeting.

• Highly populated marketplace for RTB.

• High revenue on each ad impression.

 

16. Adform SSP

The supply-side platform by Adform offers real-time bidding (RTB), driving premium demands for publishers. For integration, you do not need to make changes to your current setup, and it is easy to integrate on any ad server and access high-quality ad requests.

Why Adform SSP:

Multi-channel support for publishers.

Detailed analytics & reporting.

DMP (data management platform) Integration

 

17. Teads SSP

Teads is a leading SSP for publishers that connects online video publishers with high-paying advertisers across a unified global platform. Additionally, publishers can use Teads to produce video ad inventory and monetize these via programmatic advertising.

Unique features:

• A range of optimization tools.

• Real-time reporting and monitoring.

• Troubleshooting features

 

18. E-Planning

E-planning is one of the best SSPs for publishers present all across the world. The platform enables the publishers to select the most profitable ad networks using delicate in-house tools. You can unlock the opportunity to make more revenue on each impression.

Key characteristics:

• High-quality ad inventory.

• Fast payouts.

• Real-time analytics.

 

19. AdColony

AdColony is a mobile-focused video advertising platform for app developers and international publishers worldwide. It offers an extensive programmatic advertising marketplace where publishers can sell and buy HD video inventory and grab the highest bid.

Unique features:

• Effective ad mediation.

• Easy integration.

• Revenue optimization.

 

20. Smarty Ads SSP

The supply-side platform from Smarty Ads offered ravishing opportunities for web and app publishers to maximize their ad earnings. This SSP for publishers integrates highly feasible programmatic advertising tools that allocate inventory well and support next-level monetization management.

Why Smarty Ads SSP:

• Full ad transparency

• Premium demand partners

• RTB to sell unsold inventory

• Competitive pricing on each impression with benefits of programmatic direct

 

21. Verizon Media

Verizon Media offers publishers a reliable yet simple supply-side platform combined with a unified programmatic solution and necessary tools designed to boost monetization through high-quality ad networks, premium DSPs, diverse ad formats, and ad inventories.

Unique features:

• Monetization tools.

• Premium ad networks.

• Top-performing ad formats.

 

22. Kevel

Kevel offers a powerful SSP for publishers with an ad-serving API that facilitates the creation of a supply-side platform. Publishers can call API from Kevel’s SSP and build customized SSPs without complex processes and technical issues.

Why Kevel:

• Powerful API to build custom programmatic platforms.

• Personalized content for ads.

• Sponsored advertiser listing.

 

23. Nativo Edge

Nativo Edge offers end-to-end SSPs for publishers to create a premium ad experience, thereby increasing publishers’ profit on each ad impression. The platform is backed with native ad-serving technology and ad revenue optimization tools.

Unique characteristics:

• Direct sales for maximum profit.

• Deep insights into ad operations.

• Code-free environment.

• Website or app monetization

 

24. GumGum

GumGum offers an easy-to-integrate SSP for publishers that supports direct sales and programmatic advertising to drive maximum ad revenue to the publishers. This supply-side platform uses computer vision, image recognition, and language processing technology to provide privacy-first contextual insights for result-giving campaigns.

Why GumGum:

• Unified, server-to-server platform.

• Header bidding support.

• Robust ad serving technique.

• No-code approach.

 

25. Teads

Teads started as a pioneer of out-stream video advertising and has now transformed into a leading, widely used monetization solution for the open web. As a multi-channel, full-funnel SSP for a publisher, Teads allows publishers to leverage diverse ad formats, including display, native, and custom video ads. Its unique attributes contribute directly to increasing ad revenue on the publishers’ side.

Unique features:

• Unique demand for every publisher.

• Actionable insights to accelerate monetization.

• Relevant, non-intrusive ads.

 

26. Vistar Media

Vistar Media is a complete solution to the programmatic buying and selling challenges. Their supply-side platform is another powerful tool that uses programmatic Digital out-of-home to connect publishers with ideal demand sources.

Unique features:

• Access to the world's omnichannel DSPs.

• Digital-out-of-the-home (DOOH) benefits.

• Full control of ad performance.

• Comprehensive programmatic dashboard.

 

27. MOPUB

MoPub, a company owned by AppLovin, is a 360-degree monetization solution for mobile app publishers and developers. The supply-side platform offered by MoPub is designed to accelerate publishers’ earnings with eCPM maximization, supply optimization, and user acquisition. With an ecosystem of over 130 demand-side platforms (DSPs), the MoPub supply-side platform serves as a strategic real-time marketplace to drive maximum revenue without many challenges.

Why MoPub:

• Over hundreds of DSPs.

• QA testing and optimization.

• Deal with renowned, active demand providers.

 

28. Improve Digital

Improve Digital is a leading programmatic advertising company that offers a holistic ssp for publishers, “ORIGIN”, to attain sustainable revenue from ads. It allows you to connect with premium demand partners or direct advertisers worldwide, create revenue opportunities, and gain full control of first-party customer data.

Unique features:

• Omnichannel monetization

• Innovative demand engine

• Seamless integration

• Quick and transparent reporting

 

29. Smart AdServer SSP

Smart AdServer is a full-stack ad monetization and path optimization platform that offers an easy-to-use publisher-focused SSP. Their SSP is, by default, integrated into a feature-rich open ad server to avoid publishers’ hassle of switching between different platforms to grab the highest bid price.

Key characteristics:

• Cross-platform trafficking.

• Real-time ads analytics tool.

• Granular and contextual reporting.

• Open API.

 

30. Magnite (Rubicon)

Magnite was formed after the Rubicon and Telaria project merged in 2020. The merger aimed to create a highly feasible and independent SSP for publishers. Magnite is the best company to facilitate the automated buying and selling of ad inventory. It provides publishers with Private Marketplace (PM), Auction package capabilities, and Programmatic guaranteed (PG) to accelerate their sale of inventory.

Unique features:

• Real-time cloud and Big Data computing.

• Video ad serving.

• Robust inventory management.

How to choose the best supply-side platform

Google Accreditation

Ensure that the SSP platform you select is endorsed by Google, either through strategic partnerships or as a certified publisher or channel partner.

Real-time Bidding (RTB)

Look for RTB capabilities as it allows publishers to assess various demand partners based on factors like bidding rates, ad quality, unique demand, DSPs, and ad space availability.

Competitive Ecosystem

Opt for an SSP with a competitive ecosystem that enables publishers to attract demand from premium DSPs and diverse sources, ultimately maximizing revenue potential. Some SSPs also offer direct advertiser networks for additional options.

Ad Policy Compliance

Prioritize an SSP that delivers high-quality ads while ensuring 100% compliance with Google's advertising policies for your ad units.

Competitive Revenue Sharing

Understand that typical SSP revenue margins range from 30% to 50%, but many are open to negotiation based on publisher budgets. Note that SSPs with real-time bidding features may have smaller margins due to reduced publisher effort.

Premium Demand Partners

Seek an SSP platform that grants publishers access to premium demand partners, third-party DSPs, and renowned direct advertisers. This access translates to higher eCPM, fill rates, and overall revenue for website or app publishers.

Account Manager Support

Ensure that your chosen SSP offers a dedicated account manager who will oversee your SSP account and collaborate with the ad operations team. Their role includes optimizing ad inventory sales for the highest CPM deals and resolving issues promptly, such as policy violations, restrictions, and ad serving limitations.

Conclusion

Supply-side platforms simplify and enhance programmatic selling for publishers, serving as a vital link between publishers and premium demand sources. Consequently, seller-side platforms are expected to play a pivotal role in 2023 and beyond. Many app and website monetization platforms now include integrated SSPs to eliminate the need for publishers to rely on third-party ad networks or intermediary platforms. While we've discussed top SSPs in this post, it's essential to conduct thorough research and assess your specific requirements before selecting an SSP for your business.