A supply side platform (SSP) is a technology platform that connects publishers with advertisers, allowing publishers to sell their ad inventory and advertisers to purchase it in real-time. This platform streamlines the process of buying and selling digital advertising space, providing publishers with access to a larger pool of potential buyers and allowing advertisers to target their desired audience more effectively. The SSP also offers advanced features such as data analysis and optimization tools, enabling publishers to maximize their revenue and advertisers to achieve their marketing goals. In short, a supply side platform serves as a bridge between publishers and advertisers, facilitating the efficient and profitable exchange of digital advertising space.