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What is a Supply-Side Platform (SSP)? A supply-side platform (SSP) is an AdTech software platform that helps digital publishers manage, sell, and optimize advertising inventory through automated auctions. SSPs connect publishers with advertisers and demand-side platforms (DSPs), allowing ad impressions to be bought and sold programmatically in real time. In simple terms, SSP software helps publishers maximize the value of their available ad space while streamlining the ad selling process. Publishers use SSPs to manage display, video, mobile, and native advertising inventory across websites and apps. As programmatic advertising continues to grow, supply-side platform software has become a critical part of the digital advertising ecosystem. How Supply-Side Platform Software Works A supply-side platform operates by making publisher inventory available to multiple advertisers simultaneously through automated bidding environments. When a user visits a webpage or opens an app, the SSP sends available ad inventory into an auction where advertisers bid in real time for the impression. The SSP then evaluates the bids and serves the highest-value ad that meets the publisher’s criteria. Most supply-side platform software includes capabilities such as: Inventory management Real-time bidding integration Yield optimization Audience segmentation Reporting and analytics Ad quality and brand safety controls These tools help publishers improve monetization while maintaining control over the user experience. SSP Advertising Across Display, Native, and Mobile Channels Modern SSP advertising extends beyond standard display ads. Publishers now use SSPs to manage inventory across multiple formats and devices, including video, connected TV, and mobile applications. A native SSP specializes in native advertising placements that blend into the surrounding content environment. These formats are often designed to improve engagement while creating a more seamless user experience. Similarly, a mobile supply side platform focuses on managing ad inventory within mobile apps and mobile web environments. Mobile SSPs help publishers optimize ad placements…

What is Second-Party Data? Second party data, or 2nd party data, is data that comes from a source other than a brand’s own audience, but was collected directly by that source. For example, Company A may purchase 2nd-party data directly from Company B. Companies usually form relationships and seek out data that is relevant to their audience. There is no middle man involved in the collection of this data. Sign up for Ads Manager Learn how to buy and manage all of our available advertising products in our easy-to-use self-serve platform. Sign up Subscribe to our Newsletters Stay on top of the latest location marketing news, strategies, tips and tricks. Subscribe See what location can do for you. Contact Us

What is Store Visitation Lift (SVL)? SVL measures the increase in foot traffic to a brick-and-mortar location or point of interest that results from a mobile ad campaign. This measurement is made possible by leveraging mobile location signals to track the whole marketing funnel, from the time consumers were exposed to an ad and then entered into a defined location. There are a variety of tactics available to increase Store Visitation Lift by targeting consumers with an advertisement based on their real-time location, including geofencing, beacon technology, and Blueprint technology. This area of marketing is called location-based marketing or geolocation advertising. Learn more about how to improve your Store Visitation Lift at GroundTruth and discover the power of having mobile location targeting at your fingertips. Learn more about GroundTruth’s new Projected Visits metric, which uses statistical sampling of visitation metrics to get a more complete picture of in-store visits. Sign up for Ads Manager Learn how to buy and manage all of our available advertising products in our easy-to-use self-serve platform. Sign up Subscribe to our Newsletters Stay on top of the latest location marketing news, strategies, tips and tricks. Subscribe See what location can do for you. Contact Us

What is a Software Developer Kit (SDK)? An SDK is a full set of tools that can be used by developers to create software applications that communicate with other third-party applications. SDKs are used by these developers to communicate with ad networks and receive advertising content in exchange for any available ad space they have created. Sign up for Ads Manager Learn how to buy and manage all of our available advertising products in our easy-to-use self-serve platform. Sign up Subscribe to our Newsletters Stay on top of the latest location marketing news, strategies, tips and tricks. Subscribe See what location can do for you. Contact Us

What is Secondary Action Rate (SAR)? SAR is a performance measure based on the percentage of ads that resulted in action beyond the initial ad click. In mobile advertising, this could be clicking to call an establishment or to get directions to the nearest store. Sign up for Ads Manager Learn how to buy and manage all of our available advertising products in our easy-to-use self-serve platform. Sign up Subscribe to our Newsletters Stay on top of the latest location marketing news, strategies, tips and tricks. Subscribe See what location can do for you. Contact Us