A supply-side platform (SSP) is a technology that helps publishers manage and sell their advertising space more efficiently. By connecting to various ad exchanges and demand-side platforms (DSPs), SSPs enable publishers to maximize their revenue by offering their inventory to a larger pool of advertisers. This automated process allows for real-time bidding, where advertisers can bid on ad placements, ensuring that publishers get the best possible price for their ad space. SSPs play a crucial role in the digital advertising ecosystem, as they streamline the selling process for publishers. They provide valuable analytics and insights, helping publishers understand their audience and optimize their inventory. By using an SSP, publishers can focus on creating quality content while the platform handles the complexities of ad sales and management, ultimately enhancing their profitability in the competitive online advertising market.