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What is Sell-Side Platform (SSP)

Chapter 91
Encyclopedia of E-Commerce Development, Implementation, and Management
SSP refers to tools and technologies that enable web site publishers to acquire the best prices for their ad inventory through RTB by allowing the same ad impression to be sold at multiple ad exchanges. Some examples of SSPs are Google’s Admeld OpenXLift , and PubMatic .
Published in Chapter:
Real-Time Bidding Advertising: Challenges and Opportunities for Advertising Curriculum, Research, and Practice
Kenneth C. C. Yang (The University of Texas at El Paso, USA) and Yowei Kang (Kainan University, Taiwan)
Copyright: © 2016 |Pages: 16
DOI: 10.4018/978-1-4666-9787-4.ch091
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