How to Choose the Right Supply Side Platform (SSP) for Your Stack?

Supply Side Platforms (SSPs) have emerged as crucial tools for publishers, offering automated solutions to connect inventory with demand sources. However, with an array of SSP options available, choosing the right one for your stack can be a daunting task. 

But don’t worry. We’re here to help you with that choice. Get ready to embark on a journey to discover how to choose the perfect SSP tailored to your specific inventory needs.

9 Ways to choose the right SSPs for your stack

1. GEO

When selecting SSPs, one of the most critical factors to consider is the users’ location. While many platforms have a universal demand, the most desirable users typically come from the USA or Canada. In Europe, the primary limiting factor is the requirement for user consent to data collection, such as the EU Consent policy applicable to the EEA regions, as well as the need for localized language support. While the United States has fewer restrictions, it is not completely exempt, as demonstrated by regulations like COPPA.

Failure to properly match users’ locations can have significant consequences for an SSP’s ability to monetize transferred auctions. This can lead to unnecessary costs and result in missed potential profits. It is crucial to address this issue at the beginning of the partnership with the platforms. Furthermore, in some cases, SSPs may be able to estimate the eCPM for a specific market and campaign, offering valuable insights into potential earnings.

2. Technology

In the EEA market, the presence of TCF-enabled tools is of utmost importance. Almost all SSPs require user consent for data processing to optimize their campaigns effectively. While there are opportunities to serve limited ads, the trade-off is a lower eCPM rate. 

Nevertheless, CMP is not the sole requirement for platforms. Another crucial aspect is the implementation of ads.txt, which acts as a document authorizing entities participating in programmatic auctions. This serves as a protective measure for both advertisers and publishers against various forms of ad fraud. Ensuring compliance with ads.txt is essential in establishing trust and maintaining the integrity of the advertising ecosystem.

3. Demand partners

When considering a Supply Side Platform, it is crucial to evaluate its relationships with demand partners, including ad networks, agencies, and advertisers. The strength and extent of these relationships can have a significant impact on your monetization efforts. A robust network of demand partners means that the SSP has established connections with a diverse array of buyers who are actively looking to purchase ad inventory.

Furthermore, a strong network of demand partners ensures that you have a variety of advertisers vying for your inventory. This diversity of advertisers allows you to cater to different target audiences and attract brands from various industries. It also creates healthy competition among advertisers, driving up prices and maximizing the revenue potential of your ad inventory.

4. Inventory quality

Factors such as visibility, ad density, and eCPM value can significantly impact your revenue potential. It’s essential to ensure that your inventory meets certain standards for optimal results.

Regarding visibility, it’s crucial that your standard display ads have a visibility rate of at least 40%. If the visibility falls below this threshold, collaborating with any platform may prove to be ineffective. In such cases, it’s worth exploring various custom formats that some platforms offer as alternatives. For instance, anchor units provided by Next Millennium are an excellent option. These layer units are attached to the top or bottom edge of the screen and boast an average visibility rate of over 90%. Custom formats like these can be a game-changer, providing higher visibility and potentially generating more revenue for publishers. Platforms like YOC and Next Millennium offer a wide range of custom formats, including Understitial, Outstream, and Native ads, which can diversify your inventory and attract more advertisers.

Video inventory availability might be slightly less than that for desktops, but it still presents significant opportunities. It’s crucial to keep in mind policies, especially when using Google tools, such as the requirement that the length of the ad should not exceed the length of the video. Leading demand providers in the video inventory space include Adform and Appnexus, which can offer valuable options for monetizing your video content.

5. Support

What kind of support range will you require? How responsive is their customer support team? These are important questions to ask.

Technical support and account management play a vital role in ensuring a smooth and efficient partnership with the SSP. In the dynamic world of programmatic advertising, issues can arise, and having responsive support can make all the difference in resolving them quickly and effectively.

A dedicated account manager can be a valuable asset, providing personalized assistance and guidance tailored to your specific needs. They can help optimize your revenue generation by offering insights, strategic advice, and recommendations based on their expertise and industry knowledge.

6. Usability and management

When selecting SSP, it’s important to consider several factors contributing to a smooth and efficient implementation process.

First, assess the expertise of the developers managing the platform. Look for an SSP that provides a simple implementation process, eliminating the need to hire a dedicated development team. A straightforward setup and a detail-oriented standard operating procedure will ensure a hassle-free integration experience.

Consider the user interface (UI) and ease of use of the SSP. A well-designed and intuitive interface can greatly enhance your workflow and save time. Look for features like APIs and integration capabilities with other platforms in your tech stack, allowing for seamless connectivity and efficient operations.

Another important aspect is reporting and analytics. A good SSP should provide comprehensive reporting tools, including real-time reporting, performance metrics, and audience insights. These features enable you to monitor and optimize inventory management effectively, making data-driven decisions to maximize revenue.

7. Header bidding

For publishers, it is imperative that the chosen Supply Side Platform provides a fast and reliable Header Bidding solution seamlessly integrated with their tags. Header Bidding has emerged as the latest trend in the ever-evolving Ad Tech industry, offering significant potential for publishers to maximize their revenues on a per-impression basis.

However, publishers should be cautious as not all Header Bidding solutions are created equal. Choosing a solution that goes beyond a basic setup and incorporates a range of advanced features is essential. One critical consideration is the impact on page load speed, as a sluggish website can lead to poor user experience and lower ad viewability. Publishers should ensure that the selected Header Bidding solution is optimized for performance while delivering optimal revenue results.

8. Brand safety

Publishers need SSPs that are integrated with brand safety tools, that provide an added layer of protection, ensuring that ads displayed on publishers’ platforms align with their desired standards and values.

Having brand safety measures within the SSP’s technology stack empowers them to provide a safe and trusted environment for advertisers while optimizing their ad placements for better engagement and performance. 

9. Cost

Last but not least – costs. Ensure you understand the pricing structure and revenue share model the platform offers. This will help ensure a fair and profitable partnership in the long run. Evaluate if there are any additional fees like setup fees, ad serving fees, or additional charges that may be applicable. It is important to have a clear understanding of these costs upfront to assess the overall profitability of the partnership accurately. Compare the revenue share percentage offered by the SSPs. This refers to the portion of the ad revenue that the publisher will receive for their inventory. 

Time to choose the right SSP

Choosing the right Supply Side Platform necessitates a thorough assessment of your unique requirements, preferences, and financial considerations. It is crucial to invest time in researching and comparing various platforms, and it may be beneficial to conduct trials or pilot programs to test their suitability before making a long-term commitment. By approaching the decision-making process with diligence and thoroughness, you can ensure that the chosen SSP aligns effectively with your objectives and yields optimal results for your business.

If you need further assistance, contact us, and our team will be happy to allay any doubts.

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