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5 Key Things You Should Consider When Choosing the Best SSP

April 12, 2021

Have you decided to monetize your website? You’ve likely already encountered one of the toughest challenges publishers face: choosing the best supply-side platform (SSP). There are five key factors you can look for in an SSP that’ll help you determine whether an SSP is worth considering.

Multiple Demand Sources

As a publisher, you need access to as many top-quality demand-side platforms (DSPs), ad exchanges, and ad networks. Your goal is to sell as much of your ad inventory at the best possible price, and you need buyers that are willing to compete for the space.

Additionally, try to work with an SSP that offers different types of programmatic ads, and that can facilitate preferred and direct deals. These types of deals offer buyers ‘premium’ space on your site, allowing you to get better offers on your ad inventory.

Variety of Ad Formats

There’s a wide variety of programmatic ads, but some SSPs might not support them all. Before choosing to work with a supply-side platform, find out which ad formats they have available. These might include:

  • Display
  • Video
  • Social
  • Audio
  • Native

Newer formats also include voice, digital out-of-home (DOOH), and over-the-top (OTT) ads.

Transparency and Support

Monetizing your website isn’t typically an easy process to begin with, and you don’t want to work with an SSP that makes the process more challenging than it needs to be. Instead, they should make it easy for you to understand how your ads are performing.

Additionally, they need to provide top-quality support and be available to answer your questions quickly by providing valuable information.

Technologies

Publishers need to evaluate the different types of technologies included in the SSPs stack. Not all systems can deliver high-quality results.

For example, we’ve mentioned that it’s essential for the supply-side platform to offer publishers access to multiple demand sources. However, certain technologies can’t sustain such a heavy load, while other newer systems can.

Make sure you work with a supply-side platform that adopts new technologies and offers publishers access to improved systems.

Ease of Use

Unfortunately, many SSPs aren’t created with the publisher in mind. They’re not always easy to use, and it can be difficult to find reports or gain access to critical data and valuable insights. Typically, publishers need to handle much of the ad management and optimization, which can be difficult if you don’t have a lot of experience.

Try to find an SSP that can manage most of the process on your behalf. If that’s not an option, take the time to find a platform that you find straightforward and easy to use.

Finding the Right Solution

Although there are many excellent supply-side platforms available, you might find that getting your monetization strategy off the ground is easier said than done. In our experience, publishers must overcome several challenges during the process. One of the most common issues is struggling to open accounts at different SSPs. Others include:

  • Negotiating rewarding deals
  • Lack of knowledge
  • Difficult implementation and management

Rev•Amp was created to be a turnkey solution for publishers to help them overcome these challenges and successfully monetize their sites. In the end, it’s our clients who benefit from the platform, and that’s our primary goal.

Conclusion

Choosing an SSP isn’t easy, but it’s a vital step every publisher needs to take if they want to display programmatic ads on their site. The right platform can help you built a solid monetization strategy, boost your revenue, and will build a long-term relationship with you as a publisher.

Don’t rush into joining the first supply-side platform willing to accept your application. Be critical and choose to work with one that offers an excellent service stack and has your best interests at heart.

is a digital advertising performance expert and the Director of Rev•Amp at Softonic. As a business unit leader, Fréderic is responsible for the monetization and the success of the Softonic Publisher Network. Within Rev•Amp, Fréderic oversees Product, Business Development, and Account Management functions.
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