Supply-side platform (SSP)

What is a supply-side platform

Supply-side platforms (SSPs) are primarily used by media owners, such as mobile app developers, to help them manage and sell their advertising inventory more efficiently. In simple terms, SSPs act like an "advertising sales manager" for media owners, consolidating ad spaces on the media and using advanced algorithms and technologies to sell these ad spaces to advertisers at the best possible price.

Advantages and Challenges of SSP

Advantages of SSP

Improve efficiency : SSP greatly improves the efficiency of selling advertising inventory through automated transaction processes. Media owners do not need to negotiate and cooperate with each advertiser manually, saving a lot of time and energy.
Increase revenue : By connecting with multiple demand parties, SSP can bring more advertising demand and higher advertising prices to media owners, thus increasing advertising revenue.
Data Insights : SSP can provide media owners with rich advertising data and analytical reports, helping them understand the effectiveness of advertising, user behavior and other information, thereby optimizing advertising strategies.

The Challenge of SSP

High technical requirements : SSP requires strong technical capabilities to handle a large number of advertising transactions and data. This may be a challenge for some small media owners.
Fierce competition : With the development of mobile Internet advertising market, the competition in SSP market is becoming increasingly fierce. Media owners need to choose reliable SSP partners to get better services and benefits.

Relationship with ASO (App Store Optimization)

Traffic Acquisition

One of the main goals of ASO is to improve the ranking of an app in the app store, thereby obtaining more organic traffic. SSP can bring additional traffic to the app through precise advertising placement. SSP brings more installs to the app, indirectly helping to improve the ranking of the app in the app store, complementing the goal of ASO.

User Retention and Conversion

SSP can accurately target users based on their behavior data during the advertising process. For ASO, the quality of users obtained is equally important. Users obtained through SSP's accurate targeting are often interested in the application, and their retention rate and conversion rate may be higher. Achieving the process from download to retention and conversion also meets the requirements of ASO for improving application quality.

Data feedback and optimization

SSP collects a large amount of data during the advertising process, such as user clicks, conversion rates, and geographic distribution. These data are important references for ASO optimization. Developers can understand users' feedback on applications based on these data, adjust application marketing strategies and functional optimization directions.

In the future, with the continuous development of artificial intelligence and big data technology, SSP will become more intelligent and personalized. It will be able to predict user behavior more accurately, provide better services for media owners and advertisers, and play a more important role in digital advertising and ASO fields.