For any marketplace, it is important to work with the right tools. These are designed to enhance performance and make a platform convenient for users. SSP integration is something that can take a marketplace to new levels. It is an effective way of boosting the traffic to your website and, therefore, increasing customers.
Before you get excited, it is crucial to understand what SSP integration is all about and how it will boost your business. How does it bring more traffic? Is the traffic likely to convert into good leads? Let’s check the details to understand what SSP integration is all about according to SmartHub. Also, figure out whether this will be helpful for your business.
How Does It Works
A supply-side platform is an effective way of advertising. It is simply a way of automating ads. In the last two years, marketing automation has increased by 22%. This may double by 2030. It is a great way of publishing and monitoring distribution in real-time. Because of automation, publishers can produce and sell more adverts in a shorter time.
A single platform provides a connection with other publishers, providing a large pool for ad exchanges to be done. Aside from this, there is access to a lot of sources from different parts of the world. Before this, publishers would have to complete each task manually. This course would take a lot of time. It would slow down the process, thereby reducing the chances of finding the best customer.
SSPs work with demand-side platforms to link customers and providers. They review ads and determine the bid. They also match the right ads with customers. Typically, a publisher should have met a certain number of online traffic before working with an SSP. Publishers can set things such as:
- Safety
- Prices
- Ad category
- Demand guidelines
- Availability
- Latency
Filters
Advertisers can also limit the number of times buyers view an ad. Also, they can find the right customers. Working with the right sources increases the chances of finding customers that offer high value for ads. Once on the platform, you can use filters to find a specific ad. Things you can filter through when placing ads on a platform include:
- Format
- Target audience
- Rates
Purpose of SSP
These make it easier for the platform to sell an advertiser’s inventory. The sole purpose of an SSP is to provide publishers with demand sources in a marketplace. They offer the appropriate technology that publishers can use to manage demands.
When a publisher sets up the criteria, bidding can begin. This considers all the factors the publisher has listed. The buyer that meets the criteria wins and can buy the ad. Platforms such as Amazon use SSPs. Through Amazon Publisher Services, you can buy inventory. Amazon uses an invite-only service to ensure that there is transparency between buyers and sellers.
Why Do You Need SSP Integration
An SSP comes with many benefits. SSP integration promotes automation. This eliminated the need to complete every task manually. It allows you to save time and increase efficiency. Here are some things you can gain from using this platform and integration with other tools.
Real-Time Bidding
This feature allows people to place bids once an ad is available. Advertisers can be notified once bids start. Once someone wins the bus, the publisher will be notified. An SSP provides a platform where buyers and sellers can meet and exchange ads. This facilitates the entire process.
Through an Ad Exchange, buyers and sellers can communicate directly. This facilitates placing and viewing bids on ads. Finding the highest buyer is done through head binding. This tool allows providers to access multiple bids from different buyers. Some providers have an ad exchange. However, what differentiates these from Supply-side platforms is inventory management.
You can then maximize bids as there is a large pool of buyers willing to purchase an ad. The chances of getting a higher payment increase when there are more buyers. It is important to remember that the one that wins the bid may not necessarily provide the highest payment. It is all about meeting the criteria set by the publisher.
Reports
One of the best features of SSP is the fact that publishers have access to reporting. This means that you can easily check the value of inventory. Other features include checking:
- Online bids
- Who is bidding
- Amount paid for far
- Number of ads placed
Having access to regular updates on bids and the value of inventory, allows you to maximize profits. Aside from real-time bids, you can also view how your inventory is performing. It allows you to optimize campaigns and improve results.
Integration
SSP integration allows publishers to connect with various networks. This helps them create a platform where more buyers can access ads. Aside from this, you can integrate with a multitude of other software. Integration with other tools leads to more insights needed to reach more buyers.
Inventory Management
Publishers have access to manage all inventory. This includes ads in the form of:
- Videos
- Infographics
- Displays
Publishers have the authority to exclude or blacklist advertisers who do not meet specific criteria they set. It gives them significant control over their advertising space. By establishing these criteria, publishers can determine which advertisers are eligible to purchase and display ads on their platforms. So they control the buys by setting bidders.
Flexibility
Most SSPs today allow publishers to set the limit of the price of ads. This ensures that nothing is sold below a certain amount to control the value of inventory. This creates room for more flexibility during auctions.
Final Thoughts
SSP integration is a necessity for both publishers and buyers. It is a great way of maximizing ad campaigns and connecting to the right buyers. Through bids, suppliers can make the most from their inventory. Also, they have control over the criteria used when placing bids. This ensures that they have control over overall prices.
An SSP connects buyers and sellers, through many networks. There are a lot of sources that allow users to find the best ads. Publishers have overall control over which ads are sold. They can track progress and have access to real-time bidding. Integration with other software provides more efficiency.
