Global Supply Side Platform (SSP) Software Market Research Report 2023-Competitive Analysis, Status and Outlook by Type, Downstream Industry, and Geography, Forecast to 2029

Global Supply Side Platform (SSP) Software Market Research Report 2023-Competitive Analysis, Status and Outlook by Type, Downstream Industry, and Geography, Forecast to 2029

Supply side platforms (SSPs) allow publishers to make money from their websites by creating and selling ad inventory to marketers on an impression-by-impression, or visitor-by-visitor, basis. By selling ads in real time, publishers can provide advertisers with better visibility into individual impressions and gain instant clarity into advertising demand. This ensures that publishers sell their inventory at the most optimal price point and leverage their ad inventory to the fullest extent. SSPs are used in conjunction with publisher ad servers—either as a single product or two separate integrated products—that provide the functionality to manage ad inventory and traffic incoming ads. SSPs, in turn, give publisher ad servers the ability to sell their advertising inventory in real time through advertising exchanges or directly to advertisers’ demand side platforms (DSPs).

Market Overview:

The latest research study on the global Supply Side Platform (SSP) Software market finds that the global Supply Side Platform (SSP) Software market reached a value of USD 10154.63 million in 2022. It’s expected that the market will achieve USD 24295.87 million by 2028, exhibiting a CAGR of 15.65% during the forecast period.

Market Drivers

More and more marketers don't want to pay for expensive manual advertisements, and buyers and salespeople negotiate on media pricing. They are more willing to use technology to buy advertisements more effectively. However, publishers are faced with the problem that such programmed sales may reduce their inventory value. Part of the purpose of creating SSP is to help solve this problem, and at the same time, to help publishers more effectively aggregate and manage their relationships with multiple network and advertisement buyers.

Besides opening inventory to a large number of potential buyers, SSP also provides publishers with the ability to set the lowest price, which determines the lowest price at which their inventory can be sold to specific buyers or through specific channels. For example, some publishers would rather put their own advertisements than sell their exhibitions at almost zero price, while others may be willing to sell advertisements to new advertisers at a lower price than existing advertisers as a way to introduce their websites to them. SSP can also be used to specify which advertisers can and cannot buy inventory.

In a word, SSP will help to open up the advertising inventory, so as to bid for multiple advertising buyers on various advertising trading platforms and networks as well as on the demand side platform. SSP can help publishers to establish contact with a large number of advertisers and manage the complexity of cooperating with multiple advertising networks or advertising trading platforms at the same time. In addition, a good SSP will provide inventory to various buyers in the market at the highest price. At the same time, because SSPs can be set to provide inventory only to specific buyers or through specific channels, they can provide better brand security by preventing unnecessary advertisements from being displayed on websites. The performance advantages brought by Supply Side Platform (SSP) software are the main driving force for its development.

SSP is a platform for all-round analysis and management of media advertising, and a tool for media to optimize its own revenue. The main function of SSP is to help the media manage their different advertising spots. In the current market environment, due to the need of its own resource management or the consideration of internal data security, large portal websites tend to build their own internal SSP system. Some portals or vertical websites choose to cooperate with service providers to build SSP, and use the underlying technology platform provided by service providers to build their own SSP. For medium-sized websites and long-tailed websites, due to the consideration of manpower and material resources, they often choose to directly use formed SSP products. On the whole, there is still a lack of a large independent third-party SSP platform in the market. This is one of the driving factors to promote the development of the supply side platform (SSP) software industry.

Region Overview:

North America had the highest growth rate of all regions.

Company Overview:

Google Ad Manager, Amazon publisher services, BBHI, Verizon Media and OpenX and Company5 are the five key players in the global Supply Side Platform (SSP) Software market. These companies have shown consistent growth in revenue, larger volumes of sales and a prominent presence in terms of share in the global Supply Side Platform (SSP) Software market in the past 5 years.

Google Ad Manager is a complete platform to grow all of your digital ad revenues and protect your brand in all the new ways and places people are watching, playing, and engaging.

Amazon Publisher Services (APS) is a suite of tools and cloud services for web and app publishers to build, grow, and monetize their digital businesses. It is a cloud-based marketplace that brings all the solutions built by Amazon for publishers under one suite.

Segmentation Overview:

Among different product types, Cloud-based segment is anticipated to contribute the largest market share in 2027.

Application Overview:

By application, the Medium Business segment occupied the biggest share from 2017 to 2022.

Key Companies in the global Supply Side Platform (SSP) Software market covered in Chapter 3:

Index Exchange
Google Ad Manager
Amazon publisher services
sovrn
Rubicon Project
TripleLift
Altitude
Verizon Media
MoPub
Adform
OpenX
BBHI
AdJuggler
PubMatic

In Chapter 4 and Chapter 14.2, on the basis of types, the Supply Side Platform (SSP) Software market from 2018 to 2029 is primarily split into:

Cloud-based
On-premises

In Chapter 5 and Chapter 14.3, on the basis of Downstream Industry, the Supply Side Platform (SSP) Software market from 2018 to 2029 covers:

Small Business
Medium Business
Large Enterprises

Geographically, the detailed analysis of consumption, revenue, market share and growth rate, historic and forecast (2018-2029) of the following regions are covered in Chapter 8 to Chapter 14:

North America (United States, Canada)
Europe (Germany, UK, France, Italy, Spain, Russia, Netherlands, Turkey, Switzerland, Sweden)
Asia Pacific (China, Japan, South Korea, Australia, India, Indonesia, Philippines, Malaysia)
Latin America (Brazil, Mexico, Argentina)
Middle East & Africa (Saudi Arabia, UAE, Egypt, South Africa)