What is the main purpose of an SSP

An SSP helps publishers sell advertising impressions automatically and at the best possible price by connecting them to multiple demand partners.

How is an SSP different from a DSP

An SSP works for the publisher by selling ad inventory. A DSP works for the advertiser by buying that inventory. They meet in the middle at an ad exchange.

Does an SSP improve fill rate

Yes. By giving publishers access to more buyers, competition increases and more impressions are sold.

Can SSPs help avoid repeated ads shown to the same user

Yes. Most SSPs include frequency controls and user experience tools that reduce impression fatigue.

Is a custom SSP worth building

Custom SSPs offer maximum control and long term savings but require strong engineering and data infrastructure. Many publishers rely on ready to use SSPs unless their scale justifies custom development.

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