Supply-Side Platform Development

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.

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.

• 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.

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.

• 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.

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.

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.

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.

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.