What is the role of an SSP in digital advertising?

The role of a Supply Side Platform (SSP) in digital advertising primarily revolves around managing ad inventory for publishers. SSPs serve as a technology layer that allows publishers to sell their ad space effectively while maximizing revenue. By managing the ad inventory, SSPs enable publishers to access various demand sources such as ad exchanges, Demand Side Platforms (DSPs), and direct advertisers. This process includes setting prices for ad space, managing how inventory is allocated, and ultimately ensuring that the inventory is sold effectively to the highest bidder.

Additionally, SSPs provide tools for publishers to gather insights and make informed decisions about their inventory, although their core function focuses on inventory management. The other roles mentioned, such as connecting advertisers to audiences, analyzing ad performance, and optimizing search engine results, fall under different components of digital advertising ecosystems, typically associated with DSPs, analytics platforms, or search engine optimization tools, rather than the primary function of an SSP.