An SSP is a platform that represents advertisers in the real-time bidding (RTB) ecosystem. The SSP aggregates offers from many sites, “collecting” residual traffic and showing the minimum price at which the site is willing to sell an ad impression.
The SSP then arranges auctions through a DSP, trying to sell available ad space for a maximum price. The SSP can provide sellers a bigger price by using third-party data, integrated into the platform via DMP.
The SSP also protects user data and brand reputations with a transparent control system for ad placements.