Key players of Programmatic Ad Buying: SSPs
SSP, or in other words a Supply Side Platform.
A software platform that enables smart monetisation of publishers’ inventory by plugging into an exchange or communicate directly with DSPs (Demand Side Platform).
An SSP enables publishers to automate and optimise selling inventory at scale meanwhile aiming to maximise yield.
The transaction can take occur via Real Time Bidding (RTB) or via pre negotiated Private Marketplace deals (PMP).