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A supply-side platform (SSP) is a software platform used to puts up advertisements through an automated system. The supply-side platform can improve the yield optimization of ad space inventory on mobile apps and websites. The SSP coordinates and manages the supply and distribution of advertisement inventories. The SSPs can maximize the profit by presenting video, graphic, and mobile advertisements efficiently and effectively. Thus, supply-side platforms are gaining much traction across the advertising industry. The capability of SSP to manage complex inventory in an automated and cost-effective way drives the significant adoption. The ability to do everythings in real-time makes the supply side platform more demandable across the advertisement industry.
The supply-side platform (SSP) has become a significant part of the programmatic advertisement supply chain. The mobile programmatic advertisement is becoming popular each day as the publishers have started focusing on in-app advertising. In May 2019, Smaato, Inc. had publicized that, from 2017 to 2018, the spending on mobile programmatic advertising in the United States grew 45%, and it is probable to grow a further 23% in 2019 to reach USD 55 billion. The capability of SSP to offer inventory through specific channel or to the specific buyer helps to maintain brand safety, which leads to increased adoption of the supply-side platform. Also, marketers are usually preferring SSP technology to reduce their expenses. Apart from this, benefits of the SSP technology such as flexibility, yield optimization, and reporting are another factors responsible to drive the SSP market growth. Moreover, SSPs automates and optimizes the sale of online space media. Thus, the above factors are enhancing the adoption and implementation of SSP and drive the market growth efficiently.
Key Market Driver -
• Increasing popularity of the mobile programmatic advertising is accelerating the market growth
Key Market Restraint -
• Complex programmatic ecosystem makes difficult to determine the origin of disruptive or malicious ads
The global supply-side platform market's highly competitive landscape inspires key companies to adopt various strategies to augment their market competence. The development of featured products in order to meet the requirements of publishers, helps market players to uplift their product’s significance. The key players are increasingly focusing on enhancing their portfolio with added functionalities and improved integration capabilities. Strategic partnerships and collaborations are the key strategies adopted by key players to expand their sales and customer reach. For instance, in October 2019, Kubient, Inc has acquired the New York-based, online-advertising solution providing company named 'Fidelity Media, LLC'. The acquisition was aimed to expand Kubient's supply-side marketplace offerings.
Key companies summarised includes InMobi Pte Ltd., Google, Inc., Chartboost, Vungle, AdsKeeper advertising network, adblade, Avocarrot Ltd., APPLOVIN, Disqus, RevMob, ADDCOLONY, Inc., Unity Technologies, MoPub, Adcash, AdMaven, Zeropark, Inneractive, and Propeller Ads, and among others.
North America is anticipated to grow at a noteworthy rate due to the presence of maximum vendors operating in the supply-side platform market. The early acceptance of digital advertising drives the substantial demand for SSP across North America and Europe. With the significant demand for real-time bidding, North America will likely propel the SSP market growth. North is leading in adopting programmatic advertising, which is another crucial fact in driving SSP market growth. The growing popularity of programmatic Ad exchanges is further likely to fuel market growth. The Asia-Pacific is expected to drive significant market growth owing to the ongoing digitization across the region. Marketers across the region have started focusing on programmatic advertisements. Thus, Asia-pacific would drive significant market growth during the forecast period. Adoption of advanced technologies in the advertising industry would drive the SSP adoption across the Middle East and South America.
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