← Glossary
SSP (Supply-Side Platform)
Software publishers use to make their ad inventory available to programmatic demand sources.
A supply-side platform is the publisher-facing counterpart to a DSP — it packages a publisher's inventory (ad breaks, pods, targeting signals) and exposes it to programmatic demand through OpenRTB auctions, manages the waterfall across direct, PMP, and open auction demand, and handles yield optimization. A unified CTV exchange like LtvAdx combines SSP functionality with ad serving, SSAI, and identity in one platform rather than requiring a publisher to integrate a separate SSP on top of their ad server.