Top 8 Supply-Side Platform Development Companies in 2025

Building a custom supply-side platform (SSP) has become more than a technical project, it’s a strategic move for publishers who want full control over their ad monetization and scalability. Yet, developing such complex AdTech infrastructure in-house isn’t always feasible. Many companies turn to specialized tech partners who understand the nuances of programmatic ecosystems and can deliver a robust, future-proof SSP.

In this article, we’ve reviewed several trusted development teams known for their expertise in custom SSP solutions. The list of SSPs companies under consideration includes:

• Geomotiv;
• Clearcode;
• Xenoss;
• Oxagile;
• Instinctools;
• Innowise;
• Asteriosoft;
• Intellias.

What is an SSP Platform?

SSP platforms can be viewed as a counterpart to advertisers’ demand-side platforms (DSPs), which automate the process of purchasing ad placements.

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With SSP platforms, publishers can connect their inventory to multiple ad exchanges and networks at once. Thanks to selling impressions to the highest bidder in real time, they can significantly maximize their revenue.

How is the process of programmatic ad selling organized?

1. First of all, the publisher, who owns websites or apps with available ad space, needs to categorize this inventory (for example, there can be places for banner ads or video slots) and make it available for automated bidding.
2. On the other side, advertisers and media buyers use a DSP to define their campaign goals and parameters, including target audience, budget, bidding strategy, and ad formats. The DSP connects to multiple SSPs to find available inventory that matches these criteria.
3. When a user visits a website or opens an app, the SSP sends a bid request to various DSPs containing anonymized data about the user, like location or device type. DSPs need just milliseconds to analyze this information and decide how much they are ready to bid for that impression.
4. All DSPs submit their bids in real time. The SSP runs an automated auction. The highest bidder wins the impression, and the winning ad is instantly displayed to the user.

Data from each auction and campaign is analyzed to improve future results. Based on the results of this analysis, advertisers can optimize bids and targeting. At the same time, publishers have the possibility of adjusting pricing and placement strategies to increase yield.

Benefits of supply-side platforms

Given their functionality, SSP platforms can offer numerous advantages to publishers and media owners who want to monetize their inventory.

The range of key benefits includes:

• Maximized revenue. Top supply-side platforms can connect publishers to multiple ad exchanges, ad networks, and DSPs simultaneously. This broad access increases competition for each impression. As a result, publishers can earn the highest possible price for their ad inventory.
• Real-time sales. Real-time bidding (RTB) technology helps eliminate manual negotiations and long sales cycles. Ad space is sold automatically within milliseconds.
• Diverse demand sources. Publishers can reach a global pool of advertisers without the necessity to manage multiple direct relationships. This variety ensures higher fill rates and reduces reliance on a single ad network.
• Transparency and control. SSPs give publishers visibility into who is buying their inventory and at what price. The best supply-side platforms also allow filtering by advertiser type or product/service category to protect brand integrity and user experience.
• Improved efficiency and scalability. SSPs help automate inventory management and pricing. They reduce the workload on internal ad ops teams and make it easier to scale monetization efforts.

Custom SSP Development: Should You Invest in It?

As the demand for advertising technology increases, the number of SSP companies providing ready-to-use solutions is growing as well. Given a wide range of platforms available in the market, there is a clear question: Does it make sense to build your own custom SSP?

Off-the-shelf SSPs, like Magnite or PubMatic, offer reliable monetization infrastructure. But at the same time, they also come with limitations, especially for large publishers who work with huge volumes of data and a large number of bids simultaneously.

There are several important factors that should be considered before making a decision.

When it is worth building a custom SSP:

• You need full transparency and control. Custom SSPs let you own every element of the entire ad inventory monetization process. You will be able to control auction logic, pricing rules, data flow, and reporting. Apart from this, you can leverage complete visibility into the changes in demand and advertisers’ interest in your inventory.
• You need to handle a significant traffic volume. If your platform serves billions of impressions per month, it will be absolutely feasible to launch a custom SSP. Despite the pretty high upfront development cost, savings on third-party platform fees will be significant. Moreover, with a custom solution, you will have greater flexibility in yield optimization.
• You want to differentiate your offering. A proprietary SSP can become your strategic asset. It will allow you to introduce integrations with unique data sources and implement custom auction mechanisms that will be favorable for you and potential advertisers as well.
• Compliance and data protection are top priorities for you. In regions with strict privacy regulations (like GDPR in the EU or CCPA in California), a custom SSP will give you greater control over data storage and user consent management.

Best SSP Software Development Companies to Partner with

If you decide to launch your custom platform, the role of the development team can’t be underestimated. In this section, you can find a list of trusted SSP companies that are worth your attention today.

Geomotiv

Geomotiv is a US-based custom software development company that started its business journey more than 15 years ago. It is headquartered in Alexandria, VA, USA. But its engineers and other experts worked at offices and development centers located in different regions, including Europe, the Middle East, and Western Asia. The team’s expertise covers such technologies as AdTech, MarTech, OTT, CTV, streaming video, AI, ML, Big Data, and Cloud solutions.

To address various business needs, Geomotiv offers great flexibility in the cooperation models and services. There are such options as project-based outsourcing, IT staff augmentation, and dedicated teams. The team can build the best supply-side platforms for its customers from scratch or modernize already existing solutions.

One of the most important things that allows Geomotiv to deliver top supply-side platforms is its rich practical experience in AdTech software development. For instance, the team has a proven track record in creating monetization platforms, header bidding, OpenRTB integrations, and working with demand-side and sell-side architectures.

Today, in its portfolio, you can find AdTech solutions of different types, including outstanding examples of SSPs.

A flagship project that demonstrates the skills of the Geomotiv team is a full-stack AdTech platform dubbed Adoppler. It unifies SSP, DSP, ad exchange, and ad server capabilities in a single ecosystem. It offers end-to-end tools for managing and monetizing ad inventory, including full SSP functionality, advanced traffic routing and filtering, an integrated ad server that unifies auctions and direct campaigns, and much more. If you want to learn more about this platform, we invite you to read this case study.

In total, the team has successfully delivered more than 60 full-scale applications built for clients in the AdTech and MarTech domains. Geomotiv takes such aspects as data protection, privacy-first practices, and regulatory compliance highly seriously and has ISO certifications for quality and security.

Clearcode (part of Avenga)

The company was founded in 2009 in Poland. 13 years later, an international IT firm, Quishift, which now works under the Avenga brand, acquired Clearcode. This move opened new horizons for Clearcode’s business development.

Clearcode is focused on building custom AdTech and MarTech solutions of different types, including but not limited to top SSPs, DSPs, RTB, programmatic platforms, real-time bidding tools, data management platforms, analytics systems, ad servers, header-bidding software, and others.

The Clearcode team fully understands the technical peculiarities of developing these software products. For example, in the case of top SSPs, the key requirements are low-latency RTB, management of large volumes of data, and scaling architecture. To address such needs, Clearcode developers use microservices, introduce subsystems, and make scalability the top priority for building infrastructure.

The company offers end-to-end services. Its experts can support businesses at any stage of project realization, from ideation and MVP design to post-launch maintenance.

Xenoss

The next company that has built a reputation as a reliable partner for creating top supply-side platforms is Xenoss. This specialized AI and data engineering company has been working in the industry since 2013, and today it operates offices in the US, the UK, Cyprus, Ukraine, Poland, Portugal, Spain, and other countries.

Xenoss specializes in delivering custom AdTech and MarTech solutions. For instance, its experts can create advanced SSPs, DSPs, ad exchanges, ad networks, data platforms, fraud detection tools, as well as solutions for in-game and mobile advertising.

The company has designed a library of AdTech components that are ready to use in different projects. With their help, it is possible to speed up MVP introduction by two times or add features to existing platforms without writing everything from scratch. This approach can save development effort and cost.

The company’s expertise is also proven by its extensive partnership base. Xenoss is a certified partner of Google Cloud, Azure, Databricks, Amazon Web Services, and Snowflake.

Oxagile

Oxagile is a custom software development firm founded in 2005. Its headquarters is located in New York, while development centers are based in Poland, Georgia, and other locations across Europe and North America.

Today, the company has a big engineering team with experience in video streaming, OTT, RTB, business intelligence, AdTech, and other related domains. Its portfolio includes AdTech products, like top SSPs and DSPs, yield-optimization platforms, analytics dashboards, as well as custom management tools.

For example, the Oxagile team built a data-driven AdTech marketplace for automating linear TV ad sales. This cloud-native platform offers real-time inventory insights, automated bidding processes, advanced analytics, and frictionless integration with third-party data sources. After the implementation of this AdTech marketplace, the client could observe a 440% increase in ad orders.

Instinctools

This AI-driven software product development and consulting firm has been successfully operating in the market for more than 25 years. Its multi-year experience in the AdTech sector makes it a strong candidate as an SSP development partner. For publishers that want to build their own SSP or upgrade an existing platform, Instinctools can offer great flexibility in engagement models and well-established development workflows.

The team has outstanding expertise in integrating its solutions with external systems, which is essential for top supply-side platforms.

Apart from this, Instinctools holds ISO certificates on several standards, such as quality management, information security, safety, anti-bribery, and others. It is good proof that a company has strong foundations for high reliability and security of its solutions and operations. This is crucial for platforms that deal with sensitive user data.

Innowise

It is a full-cycle custom software development company that works in various domains, including AdTech. SSP software development is one of its AdTech services. But its team also has experience in building DSPs, real-time bidding infrastructure, audience data platforms, targeting tools, as well as reporting and analytics solutions for publishers and advertisers.

Today, the Innowise team includes 60+ Adtech consultants, while the total number of AdTech solutions created is more than 40.

With an impressive practical experience in the domain, the company has well-established, optimized processes that allow it to ensure faster time-to-market. When custom products are built and deployed, the Innowise team can offer post-launch support, which includes continuous optimization and platform updates.

Asteriosoft

This company has 15 years of experience in building tailored SSPs. Its best supply-side platform software solutions are designed for high performance. They can process hundreds of thousands of queries per second. These platforms can support a wide range of traffic types, including websites, mobile apps, header bidding, and video ads. The Asteriosoft team can enrich its SSP software with an advanced report constructor that has more than 50 customizable grouping and calculation columns.

Apart from this, its solutions feature built-in fraud detection to identify bots and low-quality traffic. All operations and statistics are available in real time so that publishers have instant insights for decision-making.

Intellias

Intellias is a global software engineering and digital consulting company with a team of over 3,000 experts. It has expertise in building advanced technology solutions across various industries. And AdTech is one of its focus areas.

It specializes in architecting and customizing supply-side platforms, demand-side platforms, data management platforms, ad exchanges, and private marketplaces. Intellias can integrate its custom software with a wide range of solutions to enhance advertising operations. These offerings include ad campaign management and demand-side platform aggregation, unified media performance analytics, and self-service ad systems. The company can also implement AI-driven operation automation, tailored task management solutions for standardized ad activities, and platforms for managing and optimizing ad creatives.

SSP companies: Quick comparison

In this table, you can find the most important information you should know about the mentioned developers of top supply-side platforms.

Wrapping up

The programmatic advertising ecosystem is becoming more complex and mature. Given this, the need for data-driven and AI-powered AdTech solutions, including reliable SSPs, is growing. Off-the-shelf solutions may offer simple and fast deployment. But they lack flexibility and don’t provide publishers with the required control over their data and bidding algorithms.

That’s why a lot of businesses turn to custom software development. Whether you are planning to build your first supply-side platform or need to scale an existing one, it’s vital to partner with a team that understands the nuances of real-time bidding and ad monetization.