What it is: A supply-side platform, or SSP, is a technology platform used by Web publishers to offer guaranteed inventory, most often through real-time-bidding. A SSP’s purpose is to optimize pricing of a publisher’s available audience and to find the most appropriate audience for a pool of potential advertisers. SSPs have become more popular among publishers as an attempt to stave off the price dilution that occurs as agencies and brands increasingly allocate ad spend to demand-side networks and ad networks.
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Why Google’s cookie deprecation reversal isn’t actually a reprieve for publishers
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