Supply-Side
Platform Development

Geomotiv brings years-long expertise with custom AdTech solutions to create your SSP from scratch or improve the current system’s functionality or architecture. Overcome tech challenges and boost ad campaign performance with an experienced SSP development partner who navigates AdTech intricacies and speaks professional domain language.

Trusted Insight
Traveling Spoon
Rubicon
Pluto TV
PebblePost
MediaMath
Black Beacon
BBG
Addopler

How an SSP Aids Publishers
in Achieving Advertising Success

If you plan to build and launch your own Ad Tech Supply Side platform to increase your ad revenue and optimize the ad space available on your digital resource, you can count on us. Since 2010, Geomotiv has been instrumental in delivering an impressive average uplift of 3X ad revenue and 4X ad impressions growth for its clients due to expert application of next-gen programmatic advertising technology.

What is an SSP?
  • SSPs, or Supply-Side Platforms, act as intermediaries between publishers, media owners, and the vast landscape of potential buyers in the programmatic advertising ecosystem. SSPs connect publishers to multiple entities, including Ad Exchanges, Demand-Side platforms (DSPs), and Ad Networks without manual intervention.
  • For a comprehensive understanding, the Supply Side platform definition highlights its critical role in facilitating transactions and optimizing the monetization of publishers’ inventory.
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Place in the RTB Flow

SSPs commonly sell inventory via Real-Time Bidding (RTB) auctions, which automates the selling of a publisher’s inventory to DSPs.

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Value
  • One of the primary functions of SSPs is to empower publishers to optimize their yield by opening up inventory to as many potential buyers as possible and setting price floors.
  • SSPs ensure that publishers can distribute impressions to a maximum number of parties interested in their ad space, creating a competitive environment that enhances the value of the inventory.
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Signs You Need SSP

Inefficiency

Challenge: Manual yield management process.

Solution: SSPs enable publishers to monetize their inventory without manual intervention. Automation streamlines the selling and buying inventory for all devices, increasing fill rate and maximizing RPM (revenue per mile) and RPS (revenue per second).

Lack of insights

Challenge: Misinformed decisions.

Solution: SSPs provide detailed reporting on bidding activities, purchase prices, and individual advertiser behavior. This built-in functionality empowers publishers with valuable data, helping them understand the performance and demand for their ad space and enabling them to make informed decisions for yield management.

Low fill rate

Challenge: Limited bidders.

Solution: SSPs connect to multiple programmatic platforms simultaneously, expanding the pool of potential buyers participating in real-time bidding. This peculiarity increases competition and demand for the ad space, potentially leading to better yield and higher revenue for publishers.

Brand safety concerns

Challenge: Displaying inappropriate ads.

Solution: SSPs act as intermediaries, ensuring brand safety for publishers by blocking unwanted ads and restricting distinct categories, domains, or creatives. Publishers can also limit inventory access to specific buyers, maintaining a safer and more suitable transactional environment.

How SSP Interacts with
Other Players in the Programmatic Chain

SSP scheme

What Processes Does SSP Manage

Step 1
Data Exposure

The publisher submits the data associated with the inventory, including available ad space, audience, and targeting choices, and sends it to the Supply Side platform software.

Step 2
Website Visit

The publisher’s website loads upon a user’s visit. This event activates an ad request – the website forwards the user’s data to the SSP automatically.

Step 3
Ad Request Transfer

The SSP transfers the request to the Ad Exchange, which connects the buy- and sell-sides of the programmatic process. In some cases, the SSP can plug into DSPs directly.

Step 4
Matching with the Buyer

Demand Side Platforms (DSPs) obtain the impression from the ad exchange, enabling advertisers to purchase relevant ad space and target specific audiences.

Step 5
Bidding

Bids on ad units from DSPs flow to the ad exchange, and the advertisers submit their bid price and accompanying creatives to the system.

Step 6
Selection of a Winning Bid

The ad server, following pre-set rules, determines the winning bid and selects the highest bidder. This advertiser wins the ad impression.

Step 7
Ad Rendering

The creative returns to the publisher’s website, where it is presented to the user within the pre-defined ad space.

How SSPs Help Improve
Performance Tracking

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Detailed reporting

SSPs deliver in-depth reporting tools that capture a range of performance metrics, from detailed bidding activity and transaction prices to the amounts paid by specific advertisers. This data helps publishers evaluate inventory performance across various demand sources, including direct partners and RTB-powered auctions.

Geomotiv
Sophisticated analytics

Publishers can use a unified interface to track key metrics such as impressions, clicks, revenue, and fill rates. Custom SSP software can collect real-time data using predefined metrics and showcase it for further analysis. Obtained insights help publishers optimize their ad strategies and evaluate the efficiency of inventory monetization efforts.

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Intuitive dashboards

SSPs feature intuitive dashboards that aggregate key performance indicators into a single view. This consolidation helps publishers identify trends, spotlight high-performing inventory, and refine their strategies. Visual representation of data sets through charts and tables simplifies complex information, making it accessible without requiring technical expertise.

Which SSP Development
Services Do You Need?

Custom SSP Development

Our AdTech development company specializes in creating custom SSPs from scratch. When you choose to build your platform with us, you:

  • gain full ownership of technology and data;
  • reduce hidden fees and commissions associated with online media buying;
  • control the product roadmap and build only relevant features.

Existing SSP Improvement

Geomotiv’s developers help incorporate new capabilities and functionality, and expand the current feature set to:

  • enhance your offering by providing publishers with increased transparency and control mechanisms;
  • introduce innovative solutions that align seamlessly with emerging programmatic trends;
  • achieve optimal system performance and adaptability.

Integration with External Data Sources

Our company will seamlessly connect your SSP with DMPs, data providers, and CMPs to help you:

  • harness the power of miscellaneous data sets for improved media selling;
  • incorporate additional insights for precisely targeting relevant audiences;
  • optimize ad placements by assessing multiple perspectives.

Sell-Side Ad Fraud Prevention

Geomotiv’s developers fortify your Sell-Side platform against various forms of ad fraud and ensure its integrity by incorporating:

  • robust anti-spam systems;
  • real-time fraud detection mechanisms;
  • regular traffic quality checks;
  • fake advertiser detection systems.
Custom SSP Development
Existing SSP Improvement
Integration with External Data Sources
Sell-Side Ad Fraud Prevention
Are you looking to launch a custom software solution for AdTech or adjacent industries?

Then, engage Geomotiv’s developers or outsource the entire custom software development project to our company.

Who Can Benefit from
Having an In-House SSP

premium publishers
Premium Publishers

Monetize your premium inventory and optimize yield with our tailored solutions. We empower you to maximize ad revenue with the highest efficiency, ensuring your ad space generates the revenue it deserves.

m buyers
Media Technology Companies

Boost your AdTech platform by incorporating cutting-edge media selling features. Our solutions provide advanced tools to enhance advertising capabilities, maximize revenue, and stay ahead of the curve.

Technology company
Media Buyers

Take complete control of your supply chain with our comprehensive solutions. Disintermediate and optimize your processes to ensure transparency, efficiency, and strategic control over your media buying efforts.

Must-Have SSP Capabilities

  • Compatibility with OpenRTB specification;
  • Flexible and scalable APIs;
  • Unified dashboard with user-friendly interface;
  • Control over who buys the inventory and at what price;
  • Detailed reporting and analytics;
  • Support for all inventory types (display, video, audio, native);
  • Flexibility in setting up floor prices and yield management;
  • Ability to plug into multiple channels such as ad exchanges, DSPs, ad networks at once;
  • Access to all necessary metrics;
  • Partner interaction transparency;
  • Compliance with GDPR requirements for companies that process EU citizens’ personal data;
  • Automated real-time ad placement.

Explore Our Ad Tech Platform
Development Success Story

Adoppler is a full-stack AdTech solution that traces back to Geomotiv’s product subsidiary.

It offers a vertically integrated platform encompassing SSP, DSP, Ad Exchange, and Ad Server functionalities. Adoppler’s robust feature set includes:

  • Video transcoding capabilities;
  • Complete SSP solution that supports working with VAST tags, OpenRTB 2.x, and Prebid Server inventory sources;
  • Complex traffic routing, filtering, throttling, and other traffic management and shaping capabilities;
  • Standard and preferred PMP deals, deal priorities; pass-through PMP deals;
  • Built-in ad server with a unified auction and direct campaigns;
  • Custom adapters for SpringServe and Publica;
  • Bidder adapters for all major programmatic buyers, including Magnite, Unruly, Smaato, Pubmatic, Xandr, FreeWheel, BidSwitch, etc.;
  • Integration with LiveRamp, Neustar, TruOptik DMPs;
  • Integration with Kochava Publisher suite for closed-loop attribution;
  • Creative Library with support for rule-based allow/block listing;
  • Custom real-time reporting.

Take Advantage of In-House SSP

SSP

Full control over inventory and data

No need to pay to external SSPs

Control over product roadmap

Flexible opportunities for yield management

Access to a wide list of demand partners

Access to the most competitive CPMs

Fast integration into third-party services

Full support of all inventory types

Tracking of all necessary metrics on one dashboard

Maximum data efficiency

Why Entrust Custom SSP
Development to Geomotiv

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14+ Years of AdTech Experience

Geomotiv has been a custom AdTech development partner to leading niche entities since 2010 and a driving force for our product subsidiary, which evolved into a standalone company – Adoppler.

Vast proficiency with industry specifics, deep knowledge of the inner workings of complex AdTech platforms, and extensive track record of developing custom AdTech solutions from scratch – are the things that make us stand out.

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Expert Team with a Rich Case History

Our in-house teams excel at translating your business requirements into actionable solutions due to extensive niche expertise.

Geomotiv’s developers have played a critical role in enhancing a programmatic optimization platform, leveraging Big data for an ad-serving system, automating media buying and selling, and achieving 3X revenue growth for a renowned OTT services provider.

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Agile Approach to SSP Development

Our development teams use a time-tested Agile methodology to deliver custom SSP solutions of any scale. This iterative process ensures the continuous shipment of product increments to users and stakeholders. Through regular feedback collection, we can swiftly make adjustments, enhancing the adaptability and responsiveness of your SSP to meet changing requirements.

Egor Zablotski
Egor Zablotski
Director of Engineering

Thanks to working in the AdTech space for over a decade, we’ve gained a profound understanding of the market participants’ needs. We build solutions of different types, and supply-side platforms are among the products we can create per your requirements. We know what goals publishers expect to achieve using such solutions and how to make it possible with innovative tech tools.

Explore Other AdTech Solutions
We Help Bring to Life

Ad Server

Do you need to manage and sell ad inventory to different parties via direct deals or RTB auctions? Are you an advertiser looking for a custom solution to collect and oversee data on creatives from diverse sources to evaluate their efficiency? Then, you might need to develop a custom Ad server, which acts as a platform for ad hosting, serving, and tracking. Our Ad Server development teams can help you design, build, and support a tailored solution for various programmatic advertising channels.

Learn more

Ad Exchange

Do you want to leverage a transparent RTB environment to fulfill the transactions but need qualified resources to complete the task? Then, hire our team of AdTech experts to build or improve your Ad Exchange solution. An Ad Exchange acts as a platform facilitating transactions of available ad impressions between media buyers and sellers. Advertisers bid through DSPs, while publishers make their inventory available via SSPs or the Ad exchange. Geomotiv ensures these processes tick like a clock and fulfill your goals.

Learn more

What is an example of an SSP?

An example of what is an SSP in advertising is Google Ad Manager. This ad tech supply-side platform provides comprehensive ad monetization capabilities and specialized tools for media selling optimization and management. It enables publishers to connect with various programmatic demand sources, including Ad Exchanges and DSPs. Google Ad Manager offers features such as ad serving, real-time bidding, and ad network optimization, among others.

What are the pros and cons of Supply Side platform?

Publishers benefit from SSPs through higher yields, broader access to different advertisers, and fair inventory prices. However, integrating an SSP with your website or app can present technical and security challenges. It’s crucial to ensure your SSP aligns with data privacy and quality standards for seamless and compliant operations. Luckily, an experienced partner like Geomotiv will help resolve these issues before you notice them.

How to sell inventory through SSPs?
  • Via RTB auctions. SSPs facilitate the sale of inventory by presenting ad space to multiple media buyers through Ad exchanges. In a real-time auction format, the highest bidder secures the inventory. RTB auctions occur in a transparent environment with complete visibility into how and to whom the inventory is sold.
  • Via direct sales: SSPs also support direct sales to specific advertisers through DSPs. This method allows publishers to set fixed prices and terms, giving them full control over the sales process. Direct sales are particularly effective for premium inventory.
What technologies are used to develop SSPs?

Since SSPs must provide intensive data processing and real-time connection to programmatic pipelines, they rely on advanced technology stacks. The choice of technologies must depend on your project specifics, but it will generally come down to the following elements:

  • Programming languages. Go and Node.js provide lightweight ways to facilitate concurrent bid processing. Python can also plug in to incorporate ML models, and Java supports enterprise back-end services as it can handle large volumes of simultaneous transactions.
  • Data processing tools. Apache Kafka and RabbitMQ can be applied for message queuing and streaming tasks. Redis is also one of the default technologies to include in your project, as its in-memory data storage helps maintain a cache of data generated from thousands of events.
  • Databases. High-performing databases like PostgreSQL, MongoDB, or Cassandra are necessary for storing raw data and fetching real-time analytics.

SSPs’ back-end must also incorporate optimization models to select winning bids in RTB auctions automatically. Publishers can use the following formula to calculate the probability of winning a bid:

Pwin = Bid/(Bid+Floor_Price),

where “Bid” stands for an advertiser’s offer and “Floor_Price” is the starting price set by the media seller.

Why develop a custom SSP instead of using a third-party solution?
  • An in-house SSP can reduce long-term costs related to ongoing fees and commissions for maintaining an SSP seat.
  • A custom SSP provides the autonomy to implement the highest security standards and protect your sensitive information without relying on third-party providers.
  • Building your SSP lets you customize every aspect of the solution to align with your operational goals and future-proof your business.
Will my own SSP be compliant with regulations?

Geomotiv ensures a compliant SSP by implementing robust security measures, adhering to industry standards like GDPR and CCPA, and regularly updating our technology to meet evolving regulatory requirements. We also conduct regular audits and collaborate with trusted technology partners to maintain the highest data protection and user privacy compliance levels.

How much does it cost to develop a custom SSP?

The cost of developing a custom SSP depends on factors like platform complexity, required integrations, data processing needs, and scalability demands. For instance, advanced features in an SSP, such as a custom live reporting module, require additional development time. We recommend discussing your requirements with our experts to provide an accurate estimate. Don’t hesitate to contact us to get started with this process.

How do SSPs and DSPs work together?

SSPs and DSPs connect media buyers and sellers in the programmatic ecosystem via Ad exchange. SSPs offer ad inventory from publishers, while DSPs plug in to help advertisers bid on that offering in real-time. Eventually, publishers increase revenue for their ad space, and advertisers reach their target audiences.

What are the differences between SSPs and Ad exchanges?

Despite their joint role in the AdTech ecosystem, SSPs and Ad exchanges serve distinct purposes. An SSP platform helps publishers optimize ad inventory for the best possible revenue. In contrast, an Ad exchange connects advertisers and publishers in a unified marketplace with real-time bidding capabilities. It links multiple SSPs and DSPs to facilitate efficient transactions.

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    Software development expertise and senior tech talent for AdTech and Streaming Media projects.