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What is SSP in software development?

Supply-side platforms connect publishers to multiple demand sources at the same time in a programmatic marketplace. SSPs provide the technology and resources enabling publishers to aggregate, consolidate, and manage their demand sources.

In 2025, SSPs are an integral part of the programmatic advertising ecosystem and an important tool to help facilitate the buying and selling of digital advertising, which is why I started looking and found an SSP development company. For example, Real-Time Bidding (RTB) is a way to buy ads programmatically. With RTB, advertisers can bid in an auction when an impression becomes available.

SSPs facilitate real-time auctions where multiple buyers bid on the publisher's ad https://escaperoad.city inventory for each impression.