A supply-side platform (SSP) is a software technology that allows publishers to sell ad space via an intermediary platform called ad exchange. It is a publisher’s equivalent to a demand-side platform (DSP). It is a basic building block of programmatic advertising along with DSPs and ad exchanges. What is Programmatic Advertising? Programmatic advertising is the most popular way to buy and sell ads these days. It uses machine learning and automation to make transactions smooth and fast. There are...