Supply-Side Platform (SSP)
Technology used by media owners to manage, sell, and optimise their advertising inventory across multiple demand sources.
A Supply-Side Platform (SSP) is a technology platform used by publishers and media owners — including retailers with in-store digital screens — to manage, sell, and optimise their advertising inventory across multiple demand sources simultaneously.
An SSP connects media owners' available advertising inventory to multiple Demand-Side Platforms (DSPs) and advertising exchanges, enabling automated, auction-based selling of impressions. The SSP manages the technical integration with demand partners, conducts real-time auctions, selects the highest-paying bid, and delivers the winning creative to the screen.
For retail media networks, an SSP is the critical infrastructure that enables programmatic monetisation of in-store digital screens. Rather than selling inventory manually through direct sales teams, an SSP allows retailers to access demand from dozens of global advertisers simultaneously, maximising yield and fill rates. The Adflux platform includes a built-in SSP that connects retailers' screen networks to 35+ global DSPs.