For many online publishers programmatic advertising is an important source of revenue. As the share of programmatic revenues is increasing together with the market adoption, there is no surprise that its optimisation is one of top priorities for publishers. There are different platforms and services that offer exactly that and we will explain the difference between the two big 'words' that get thrown to publishers when it comes to selling ad inventory programmatically.
What is an SSP?
SSP (Supply Side Platform) - is an advertising platform used by online publishers to automate the process of selling their display, video and mobile ad inventory. An SSP allows publishers to connect their ad inventory to multiple DSP's and this further leads to publishers accessing more potential buyers. An SSP provides a lot of options for publishers to earn more revenue, however it has limited demand and there are no guarantees regarding fill-rates.
The price that SSP obtains from the highest bidder might not necessary be the best price on the market. It could be possible that publisher could obtain more from a different SSP or sell it directly to an advertiser. SSP's tend to have unique buyers, e.g., GoogleAdx has small advertisers, that are not available on other SSP's. Also the revshare fees vary, making the bid from the same advertiser different in various SSP's. This is a problem that one SSP can not solve, therefore publishers use multiple SSP's and need additional solutions to maximise their revenues.
What is yield management service?
The main aim of a yield management is to maximise publishers' revenues. The technology used by yield management platforms varies. The most commonly used technologies are waterfall and header-bidding. The main difference between an SSP and a yield management platform is that yield management platforms combine multiple SSP's in order to get the highest bids for publishers. Some of the best yield management services not only sell impressions for the best price, they also take care of the loading speed of the page, fill-rates and other needed implementations that can possibly influence revenue streams.
How can Setupad solutions help publishers?
Setupad deeply cares about increasing the total revenues that publisher is earning. We use Header-bidding technology and help publishers to implement programmatic solutions without the risk of losing revenues. Our HB (Header-Bidding) solution combines multiple SSP's that compete with one another - this increases competition and the impressions are sold at the highest possible price. Header Bidding requires development resources to maintain and improve the solution in the continuously changing market.
In order to deliver the best results to publishers our services include maintenance of the page - collecting results from different platforms to maximise the price, ad-auditing, customised optimisation for each publisher and an online reporting interface.
Which way to go?
Publishers can either struggle with multiple SSP's and develop their own programmatic solutions or choose a yield management service that has experience and the technological capabilities to achieve the best results. While looking for the right partner it is essential to run test periods and analyse the results (on equal terms) to see which solution works best for each publisher. Finding the best programmatic partner not only dramatically increases revenue flows it also allows publishers to get back to their true calling - quality content creation.