Supply Side Platforms

How to Measure the Effectiveness of Supply Side Platforms?

Online Learning : Harvard Business Online Director, Berkeley Haas Assistant Dean & Wharton Professor

Supply Side Platforms As a publisher, you might be looking at new ways to generate revenue using your website. Moreover displaying attractive ads for online visitors is an effective strategy to generate instant cash by owning a website.

Moreover, ad networks have to gain popularity to help publishers connect with advertising agencies. As a result, the publisher uses specialised solutions known as SSP or supply side platforms to display ads. Furthermore, it helps them sell ad space to relevant advertisers.

Read on to understand what supply side platforms are and are they beneficial for publishers.

What is a Supply Side Platform?

According to a recent report, around 81 percent of publishers use Google Ad Manager, and around 46 per cent use Amazon publisher services to manage their ad inventories.

Furthermore, an SSP is ad tech software that helps website owners to sell ad space to advertisers. The platform comes with an in-built dashboard and user controls.

It helps publishers to track advertisement performance and optimise the website for maximum profits from running ads.

An SSP helps manage:

  • Firstly, ad-related information like position, font, dimensions, format, and other technical details.
  • Secondly, ad pricing models like CPC, CPA, or CPM.
  • Thirdly, keep track of online revenue and advertising campaigning details.

Tips to Calculate Effectiveness of Supply Side Platforms

Here are some critical features and components of supply side platforms that can help you calculate the software’s performance level.

Check the Backend and Infrastructure

To provide the best service to publishers, the backend components should be hosted on an infrastructure. It helps in optimising the features of the platform.

Easy Integration with DSPs

Supply side platforms should be integrated with demand side platforms to facilitate the selling of ad inventories.

Trackers

Furthermore, these publisher-side platforms use trackers to collect details of visitor activities and help to segregate advertisements according to their preferences.

A Report-generating Database

An SSP comes with a report database. It stores the audience information from the tracker and generates reports.

Publishers can use campaign analytics tools to understand how advertisements are helping generate revenue on their websites.

Header Bidding for Ad Space

This facility allows publishers to conduct an auction for selling ad inventories to potential buyers.

Publishers can send the bidding options to many ad networks simultaneously and get the highest bid for ad space from an advertising agency.

Yield Optimisation Tools

SSPs help publishers to provide suitable pricing models to attract advertisers to their websites. It helps to sell out remnant inventories at the best price without facing significant losses.

It prevents selling ad inventories to low bidders.

Ad Frequency Capping

Firstly, they also help put a cap on the number of times a particular ad is displayed on a website.

Secondly, it helps publishers to target multiple audiences by changing pop-up ads on the screen.

In addition, an SSP provides publishers with an easy way to find the right advertisers and sell ad space. Furthermore, it has a user-friendly interface that allows publishers to choose the best ad formats according to website users.

Lastly, inventory and campaign management tools give website owners the power to control and sell their ad inventory to generate maximum profits.

Security and Brand Safety

Moreover, the platform helps publishers connect only with relevant and licensed advertisers. In conclusion, it helps to weed out unsafe ads from the website and optimises a high level of security.