Top Supply-Side Platform (SSP) and Ad Exchange Companies
Have you ever wondered how digital ads end up on your favorite websites and apps? There’s an entire industry built around ad tech that makes this possible. Supply-side platforms and ad exchanges are key players that help websites and apps sell their ad space to advertisers and agencies.
As a publisher, choosing the right SSP or ad exchange partner can make or break your monetization strategy. With constant changes in privacy laws, ad formats, and auction dynamics, partnering with companies innovating in this space is crucial.
We’ve compiled an updated list of the top SSP and ad exchange companies to watch in 2023 and beyond, based on their technology, reach, and impact on the ad tech ecosystem.
Whether you’re a publisher looking to maximize revenue or an advertiser wanting to reach audiences at scale, these companies are leading the way.
What Are Supply-Side Platforms (SSPs) and Ad Exchanges?
Supply-side platforms (SSPs) and ad exchanges are technology platforms that help publishers sell their ad inventory to advertisers and agencies. As a publisher, working with an SSP or ad exchange is key to maximizing revenue from your site or app.
What’s the Difference Between an SSP and an Ad Exchange?
An SSP, or supply-side platform, helps publishers sell their own ad space. An ad exchange operates like a marketplace, allowing many publishers and advertisers to buy and sell ad space. Some companies, like Google’s AdX and AppNexus, operate as both an SSP and ad exchange.
You can connect to many advertisers and their demand-side platforms (DSPs) at once using an SSP or ad exchange. This competition helps drive up the price of your ad space. SSPs and ad exchanges also offer tools to help you manage your inventory, set floor prices, and optimize your revenue.
Some of the top SSPs and ad exchanges right now include:
- Google AdX – Google’s massive ad exchange and SSP. If you want scale, AdX is an excellent option.
- AppNexus – Now owned by Microsoft, AppNexus is a leader in programmatic advertising and offers SSP and ad exchange services.
- OpenX – An independent ad exchange and SSP focused on helping publishers maximize revenue from display and video ads.
- Magnite – A popular SSP and ad exchange to help publishers automate the selling of display, video, native, and audio ads.
- PubMatic – Provides SSP and ad exchange services to help publishers sell display, video, native, and audio ads on websites and mobile apps.
We’ll talk about some of these in detail later in the article.
Working with an SSP or ad exchange is the best way for publishers to tap into the massive programmatic advertising market. The top companies provide the scale, optimization tools, and demand connections to increase your ad revenue significantly.
Top Supply-Side Platforms (SSPs) in 2024
When it comes to programmatic advertising, supply-side platforms (SSPs) and ad exchanges are critical components.
As a publisher, choosing the right SSP and ad exchange partners can greatly impact your revenue and success. Here are some of the top SSPs and ad exchanges to consider in 2023:
A leading SSP, PubMatic works with over 1,000 publishers and app developers worldwide to maximize revenue. They offer a full suite of tools for controlling inventory and setting floor prices.
OpenX is another major SSP and ad exchange, working with publishers like Forbes, CBS Interactive, and Ziff Davis. They focus on maximizing revenue for publishers through real-time bidding and private marketplaces.
Formed through the merger of Rubicon Project and Telaria, Magnite has become one of the largest SSPs and ad exchanges. They work with publishers in dozens of countries to help maximize revenue through programmatic advertising across all formats.
Index Exchange
Index Exchange (formerly Casale Media) is an ad exchange and SSP working with many of the top publishers, including Time Inc., NBCUniversal, and The New York Times. They’re known for their robust tools for controlling and optimizing private marketplaces.
In addition to the above, the following are some notable SSPs:
- Yieldmo
- Equativ
- TripleLift
With so many options, finding the right SSP and ad exchange partners is key. Evaluate their technology, demand partners, service, and revenue potential to determine the best fit for your needs.
The top companies are focused on maximizing publisher yield through programmatic advertising, private marketplaces, and real-time bidding.
Top Ad Exchanges to Consider in 2023
If you’re looking to maximize your ad revenue in 2023, you’ll want to consider partnering with a top ad exchange.
Ad exchanges provide a platform for publishers to auction off their ad inventory to interested buyers. The top ad exchanges are able to tap into a wide range of demand partners, leading to higher bids and fill rates for publishers.
Google Ad Exchange
Google AdX is the largest ad exchange, with access to demand from Google Ads as well as third-party DSPs. Google AdX offers competitive pricing and fill rates, though some publishers feel Google has too much control and lacks transparency.
AppNexus
Now owned by AT&T, AppNexus is a popular ad exchange known for transparency and brand safety. AppNexus offers excellent support for video and native ads in addition to display ads.
Rubicon Project
Rubicon Project, now part of Magnite after a 2020 merger, is an ad exchange focused on providing automation and transparency for publishers. Rubicon Project offers a full suite of ad formats, including video, audio, and native ads.
Index Exchange
Index Exchange is a premium ad exchange focused on brand safety and ad viewability. As a result, Index Exchange works with many major publishers and tends to provide higher eCPMs, though fill rates are typically lower.
Index Exchange supports standard ad formats and header bidding for improved monetization.
In Conclusion
So there you have it, a quick and helpful list of the top SSPs and ad exchanges to know going into 2023 and beyond. These companies work behind the scenes to help publishers maximize revenue from their ad inventory and allow advertisers to reach their target audiences at scale.
The ad tech landscape continues to evolve rapidly, so keep an eye on these companies and watch for mergers, acquisitions, and newcomers.
With data privacy laws changing the way ads are targeted and measured and new channels like connected TV gaining more traction, next year is shaping up to be an interesting one.
But with this list in your back pocket, you’ll be well-equipped to navigate the changes.
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