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Demand

Supply-side platform

Also called SSP.

A platform that aggregates publisher inventory and sells it to many buyers.

An SSP sits between a publisher and DSPs. To a publisher’s ad server it is a demand partner; to a DSP it is a source of requests. Where an ad server owns the decision, an SSP owns the marketplace.

Publisher APublisher BPublisher CSSPDSP 1DSP 2DSP 3
An SSP aggregates many publishers and sells to many buyers. To an ad server it is one demand partner.
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