Understanding SSP and DSP in Programmatic Advertising: Architecture & Workflow Explained

Programmatic advertising powers most of today’s web and mobile ads. At the heart of this ecosystem are two major components:

• SSP (Supply-Side Platform) — used by publishers

• DSP (Demand-Side Platform) — used by advertisers

This article breaks down the architecture, workflows, and technical concepts behind SSP and DSP—along with system diagrams suitable for real-world development projects.

What is an SSP (Supply-Side Platform)?

A Supply-Side Platform helps publishers manage, price, and sell their ad inventory automatically.

What an SSP Does