What enables web publishers and digital out-of-home media owners to manage their advertising inventory?
Demand-side platform
Data management platform
Advertising platform
Supply-side platform
Explanation: A supply-side platform (SSP) empowers web publishers and digital out-of-home media owners to effectively manage their advertising inventory by providing them with the necessary tools and functionalities to optimize the sale of ad space. Unlike demand-side platforms (DSPs), which cater to advertisers seeking to purchase ad space, SSPs are designed specifically for publishers and media owners. These platforms allow publishers to list their available ad inventory, set pricing rules, and manage the allocation of ad placements across their digital properties. SSPs also facilitate the automated selling of ad space through real-time bidding (RTB) and programmatic advertising auctions, enabling publishers to maximize revenue by efficiently monetizing their digital assets. Additionally, SSPs often integrate with ad exchanges and ad networks, expanding the reach of publishers’ inventory and providing access to a broader pool of advertisers. By leveraging SSPs, web publishers and digital out-of-home media owners can streamline their ad inventory management processes, optimize ad revenue generation, and gain greater control and transparency over their advertising operations.