Choosing the right supply side platform (SSP) can feel like trying to pick the perfect streaming service - there are dozens of options, each claiming to be the best. For web and mobile publishers seeking to maximize their ad revenue potential, making the right choice is crucial for successful ad inventory management.

When publishers want to bring in ad revenue, they need several essential pieces of ad tech. A supply-side platform stands as a cornerstone in the programmatic advertising ecosystem, connecting publishers with multiple ad networks and enabling efficient ad inventory sales.

Unfortunately, this isn't a situation where you can randomly select an SSP. You need to work with the best SSPs to optimize your ad revenue potential while maintaining high ad quality standards across various ad formats. With dozens of platforms making grand claims about their capabilities, the selection process requires careful consideration of your ad management needs.

 

 

What is a Supply-Side Platform (SSP)?

A vital piece of ad tech, an SSP is a platform that allows publishers like you to sell their inventory - the available places advertisers can run their ads on your site or app - across multiple advertising exchanges. 

Understanding SSPs and Their Role in Digital Advertising

A supply side platform serves as the technological foundation that enables publishers to sell their ad inventory programmatically across multiple ad exchanges and demand partners. These sophisticated platforms help manage diverse ad formats while connecting publishers with premium advertisers through real-time bidding processes.

Think of an SSP as your digital advertising sales team on steroids. Instead of manually negotiating with individual ad buyers, your supply side platform automatically:

  • Offers your ad inventory to multiple demand partners simultaneously
  • Manages various ad formats including display, video ad inventory, and native ads
  • Optimizes pricing through real-time bidding
  • Facilitates connections with premium demand partners and ad exchanges
  • Handles technical aspects of ad serving and delivery

Playwire works with the best publishers and content creators, like you. To do that, we have to work with the best of everything in the ad tech ecosystem: SSPs, header bidding, ad exchanges, ad networks, ad quality solutions, demand-side platforms (DSPs), and more. That way, you get the best of the best. Want in? Just contact us.

Read the Complete Guide to the Publisher Ad Tech Stack

 

 

The Best SSPs in 2025 are:

Jump straight to the top SSPs in 2025.

Note: This article is regularly reviewed and updated to keep the guidance current and the list up to date. If you feel something is missing from this list, please don't hesitate to contact us with your feedback or request.

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Read the Complete Guide to the Publisher Ad Tech Stack

Supply-Side Platform: Defined

Before we dive into our list of the best SSPs, let's ensure we understand what an SSP is and its critical role in ad inventory management. The SSP uses programmatic technology to bid on available ad impressions, typically housed in a demand-side platform (DSP). After the programmatic auction completes, the SSP delivers ad assets for publishers to display on their app or website, then processes revenue from the ad inventory sales.

SSPs are essential components in the programmatic advertising ecosystem, enabling publishers to manage multiple ad formats and connect with various demand partners. The quality of an SSP - measured by its access to advertiser demand, support for diverse ad formats, and overall functionality - directly impacts publishers' ability to maximize ad revenue through their ad inventory.

For web publishers and app developers, choosing the right SSP means considering factors like:

  • Integration capabilities with your existing ad server
  • Support for various ad formats and ad units
  • Access to premium demand partners
  • Real-time bidding capabilities
  • Private marketplace options
  • Ad quality control measures

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The Best SSPs in 2025

Below, we examine several of the best SSPs and demand partners available to publishers today. These platforms consistently rank among the most used SSPs across the digital advertising landscape, offering robust ad management solutions and access to premium advertisers through both programmatic advertising and private marketplace deals.

Amazon Publisher Services

Amazon Publisher Services isn’t exactly an SSP on its own, but being the giant that it is, Amazon has brought together a suite of high-quality SSPs in its Universal Ad Marketplace (UAM). Although it isn’t its own SSP, Amazon Publisher Services still manages the relationships with the SSPs.

Publisher Benefits:

  • Bring Amazon in as a bidder on your ad inventory
  • Review auction records within UAM and TAM
  • Access to Amazon Shopping Insights to understand readers’ buying habits and better target content

Amazon Publisher Services Reviews: 

Actual publisher reviews of Amazon Publisher Services are relatively scarce - the platform had a single five-star review on G2 as of the time of this writing. But anecdotally, users find its user interface and features to be adequate, with the biggest benefit being access to Amazon’s huge piece of the demand pie.

Learn More About Amazon Publisher Services

Index Exchange

Index Exchange is an SSP with a hard focus on inventory quality. They source global advertiser demand and employ some of the co-authors of the IAB Tech Lab’s ads.cert protocols, which means they are particularly strong on preventing ad fraud.

Publisher Benefits:

  • The in-house team focused on maintaining exchange quality and buyer confidence
  • Connections with some of the largest marketers and ad agencies in the world
  • Single-platform management of display, video, CTV, and mobile inventory

Index Exchange Reviews: 

Index Exchange has no online reviews to speak of, with both G2 and the Better Business Bureau citing zero customer reviews at the time of publication. Despite this puzzling lack of reviews, Index Exchange manages to be one of the most used SSPs among publishers.

Learn More About Index Exchange

Magnite

Formerly known as Rubicon, Magnite’s claim to fame is as the largest independent SSP in the world. Magnite works across multiple channels, but it places a particular emphasis on connected TV (CTV) demand.

Publisher Benefits:

  • In-depth CTV reporting analytics, down to the very granular episode- or series-level performance data
  • Additional access to a private marketplace (PMP) and programmatic guaranteed
  • Invitation-only premium inventory packaging for strategic sales to big buyers

Magnite Reviews: 

With three stars on G2, Magnite reviews are somewhat mixed. On the positive side, reviewers cite a simple user interface and responsive customer service. On the negative side, publishers mention occasional low fill rates and slow load times.

Learn More About Magnite

PubMatic

PubMatic is a giant in the ad tech world, and while its SSP is only one part of the larger equation, it is a leading SSP for 2025.

Publisher Benefits:

  • Innovative technology for omnichannel monetization
  • Private marketplaces for packaging inventory to premium audiences
  • Built-in ad quality tools

PubMatic Reviews: 

PubMatic has 3.2 stars on G2 and a 7.0 on TrustRadius. Supporters praised the user interface and access to demand, but others mentioned lacking customer service and trouble implementing the platform with mobile ad servers.

Learn More About Pubmatic

Xandr Monetize

Xandr Monetize is the sell-side arm of Xandr, which is owned by AT&T. With Xandr Monetize, you also get in-depth data forecasting and analytics to help you optimize your yield.

Publisher Benefits:

  • Header bidding with Prebid
  • In-depth yield analytics and forecasting insights
  • Additional CTV and OTT platform, MonetizeTV

Xandr Monetize Reviews: 

Xandr has earned 3.7 stars on G2, with many users citing a lack of user-friendliness as the reason for less-than-perfect star ratings. Those who have higher technical skills tended to praise the platform for its in-depth data capabilities.

Learn More About Xandr

OpenX

OpenX is strong on reach. It boasts relationships with more than 2,500 supply partners across a variety of channels, from over-the-top (OTT) to video ads and traditional display. OpenX’s ad platform, called Open Audience, covers a wide range of publisher needs, with the SSP being just one part of the platform’s offerings.

Publisher Benefits:

  • Works with buyers to create tailored packages that drive higher CPMs for ad inventory, and ultimately higher revenue for publishers
  • Long-term relationships with major buyers like LinkedIn, P&G and GM
  • Built-in ID resolution

OpenX Reviews: 

Despite strong tech and well-developed relationships with big-name advertisers, OpenX doesn’t perform as well in user reviews as some of the larger SSPs. For instance, the platform garnered only three stars on G2 and a 6.6 on TrustRadius. Many of the user complaints center on trouble with the user interface.

Learn More About OpenX

TripleLift

TripleLift is more than a top SSP - it’s also an ad placement and exchange provider, and it offers design services to make sure ad creative is always pleasing to the eye.

Publisher Benefits:

  • Assesses publishers for quality to maintain advertiser demand on the network
  • Complementary design services for world-class creative
  • Works with 100% of the AdAge top 100

TripleLift Reviews: 

With 4.2 stars on G2 and an 8.7 on TrustRadius, TripleLift has won the hearts of many publishers. Some of the most popular features are the live previews of ads next to real content and the custom ad formats. Detractors cited the difficulty of use and the cost of PMPs on the platform.

Learn More About TripleLift

Sharethrough

ShareThrough is an SSP that provides multiple channels of communication from which publishers can harvest ad revenue. The platform focuses on real-time bidding as its primary benefit.

Publisher Benefits:

  • Automatic syncing for display ads, which provides an interruption-free browsing experience for users
  • Dynamic video captions to improve video ad engagement
  • Templates that help publishers optimize their ad formats and increase the value of their inventory

ShareThrough Reviews:

ShareThrough works with some of the largest companies in the world including Amazon, TMobile, and Uber. They have solid ratings from their customers, too: 4.5 out of 5 on G2 and one rating of 7.3 out of 10 on TrustRadius.

Learn More About ShareThrough

Criteo

Criteo, who recently acquired Mediagrid, is a powerhouse in the world of digital advertising, leveraging data-driven technology to deliver highly targeted ads to consumers across various devices. They bridge the gap between publishers and advertisers, helping both sides achieve their goals.

Publisher Benefits:

  • A data-driven approach reduces complexities, making it easier for publishers to achieve their revenue goals.
  • Includes inventory planning tools that empower publishers to allocate ad space strategically, leading to more effective audience targeting.
  • The platform allows publishers to connect directly with advertisers through self-serve tools, granting them access to a wider range of advertising opportunities.

Criteo Reviews:

Criteo received a 3.9 out of 5 stars on Capterra with reviewers applauding Criteo's easy integration and dynamic remarking capabilities. 

Learn More About Criteo

Playwire: Get Broad Demand from the Best SSPs

Want the best of everything? Rather than trying to integrate a single SSP at a time, you’re better off getting access to the demand across all of the top SSPs with a single integration and pitting them against one another in a real-time bidding process. 

To get the peace of mind of knowing that you’re working with only the top SSPs and demand partners, all you have to do is partner with Playwire. We’ll handle everything from setting you up with 2025’s best SSPs to implementing full-scale programmatic advertising and direct sales across your websites and apps.

To get started, reach out to us. Just contact us online.

Apply Now

More on the Ad Tech Ecosystem

Are you interested in reviewing all your ad tech options but unsure where to begin given the complexity of the industry? Don't fret, Playwire has your back!

Start by checking on the video below, which explains the unique capabilities of SSPs and DSPs, and walks you through how the two platforms interconnect within the ad tech ecosystem.

 Learn more about all the players and tools available across the ad tech landscape with our new Ad Tech Ecosystem webpage, which is updated regularly, and includes information on ad networks, native ad solutions, consent management partners, data management platforms, and everything in between!

 

Frequently Asked Questions About SSPs and Ad Management

Let us walk you through some As to frequently asked Qs.

Q: What exactly is a supply side platform and how does it fit into my ad tech stack?

Think of a supply side platform as your digital advertising command center. It's the technology that enables publishers to sell ad inventory across multiple ad exchanges and connect with premium advertisers through both programmatic advertising and private marketplace deals. Your SSP manages various ad formats, coordinates real time bidding, and ensures your ad space gets in front of quality demand partners.

While many web and mobile publishers get caught up in the complexity of ad management, an SSP simplifies the process by automating ad inventory sales and optimizing revenue streams. It works alongside your existing ad server to help you manage multiple ad formats, from standard display to video ad inventory and native ads.

Q: How do SSPs differ from other ad management platforms?

Unlike basic ad networks or standalone ad servers, supply side platforms offer comprehensive ad inventory management capabilities. They connect publishers with multiple demand side platforms and ad exchanges simultaneously, fostering competition for your ad inventory through real time bidding.

The key difference lies in how SSPs facilitate relationships between publishers and premium demand partners. While traditional ad networks might limit you to their specific demand, SSPs open up your ad space to a broader range of advertisers, including opportunities for private marketplace deals and direct deals with premium advertisers.

Q: How do I choose between client-side and server-side implementation?

The choice between client-side and server-side implementation affects how your ad requests are processed and how your ad inventory is presented to potential buyers. Client-side solutions offer more transparency but can impact page load times if not properly optimized. Server-side implementations typically provide better performance but might have lower cookie match rates, which can affect programmatic advertising effectiveness.

For web publishers and app developers, the decision often comes down to their specific ad management needs and technical resources. Many successful publishers opt for a hybrid approach, using both client and server-side solutions to maximize their ad revenue potential while maintaining optimal site performance.

Q: What should I know about integrating an SSP with my existing ad server?

Integration with your existing ad server requires careful planning to ensure smooth ad inventory management. The process involves setting up proper ad units, configuring header bidding if you're using it, and establishing connections with demand partners. Key considerations include how your SSP will handle various ad formats, whether it supports multiple ad networks, and how it manages real time bidding processes.

Q: How can I maximize revenue across multiple SSPs?

Success in digital advertising isn't just about connecting to multiple ad networks - it's about strategic ad management across your entire ecosystem. To truly maximize ad revenue, you need to understand how different demand partners value your ad inventory. Premium advertisers often seek specific ad formats or audience segments, which is why maintaining diverse ad formats and supporting various ad units becomes crucial.

Many web publishers find that combining programmatic advertising with private marketplace deals yields the best results. This hybrid approach enables publishers to leverage both the efficiency of real time bidding and the premium demand available through direct deals. Your ad inventory management strategy should account for both, ensuring your ad server can effectively manage these different revenue streams.

Q: What factors affect SSP performance and yields?

Several key elements influence how well your supply side platform performs. Ad quality plays a major role - premium demand partners are more likely to bid higher on inventory they trust. Additionally, your ad placement strategy significantly impacts performance. Smart positioning of ad units, especially for video ad inventory and native ads, can dramatically increase your ad revenue potential.

Header bidding implementation also affects yield optimization. When properly configured, header bidding allows multiple demand side platforms to compete simultaneously for your ad inventory, often resulting in higher CPMs. The key is ensuring your existing ad server can effectively manage these concurrent bid requests while maintaining optimal page performance.

Q: How do SSPs handle ad quality control?

In today's digital advertising landscape, ad quality isn't just about appearance - it's about maintaining trust with both your audience and premium advertisers. Leading supply side platforms employ sophisticated ad management tools to screen incoming ad requests and prevent ad fraud. These systems monitor various ad formats, checking for malicious code, inappropriate content, and poor creative quality.

The best SSPs provide robust controls that enable publishers to set specific parameters for their ad inventory sales. This might include blocking certain advertiser categories, setting creative quality standards, or establishing specific rules for video advertising and native ads. Working with premium demand partners through private marketplace deals can provide additional quality assurance.

Q: What measures protect against ad fraud?

Ad fraud protection starts with choosing SSPs that prioritize transparent ad marketplace practices. Top platforms employ multiple layers of protection, including real time bidding verification, detailed ad placement tracking, and continuous monitoring of ad requests. They work closely with major ad exchanges and demand partners to identify and block suspicious activities.

For web and mobile publishers, this protection is crucial for maintaining relationships with premium advertisers and ensuring sustainable ad revenue. Many supply side platforms now offer integrated solutions that combine fraud prevention with broader ad quality initiatives, helping publishers maintain high standards across all their ad units while maximizing legitimate revenue opportunities.

Q: How are SSPs adapting to privacy changes?

The digital advertising landscape is shifting dramatically with privacy regulations and the decline of third-party cookies. Modern supply side platforms are evolving their ad management capabilities to help publishers maintain strong ad revenue potential in this new environment. This includes developing enhanced contextual targeting solutions, stronger first-party data integration, and more sophisticated ad inventory management tools.

For web and mobile publishers, success increasingly depends on working with SSPs that can deliver premium demand without heavy reliance on traditional targeting methods. This might mean expanding into new video ad inventory opportunities, exploring innovative ad formats, or developing stronger private marketplace deals with premium advertisers who value privacy-compliant targeting solutions.

Q: What innovations should publishers watch for?

The most significant developments in programmatic advertising center around new ways to connect publishers with premium demand partners. Advanced real time bidding protocols, enhanced support for multiple ad formats, and improved ad quality measurement tools are becoming standard features in leading supply side platforms. Publishers should particularly watch for innovations in video advertising and native ads, as these formats continue to command higher CPMs.

Media owners and app developers should also monitor developments in header bidding technology. As ad exchanges and demand side platforms become more sophisticated, the ability to manage complex ad requests efficiently becomes increasingly important for maximizing ad revenue potential.

Q: How can publishers prepare for upcoming industry changes?

Success in tomorrow's digital advertising ecosystem requires building flexible ad management strategies today. This means selecting SSPs that offer robust support for various ad formats, strong connections to premium demand partners, and the ability to adapt to new ad tech solutions as they emerge. Publishers should focus on developing diverse revenue streams, including both programmatic advertising and private marketplace deals.

Working with the right ad tech partners becomes increasingly crucial. Look for platforms that demonstrate consistent innovation in their ad server capabilities, maintain transparent ad marketplace practices, and provide responsive customer service. The most successful publishers typically combine multiple approaches, using both traditional ad networks and more advanced programmatic solutions to ensure sustainable growth.

Ready to Optimize Your Ad Strategy?

Don't let the complexity of supply side platforms hold you back from maximizing your ad revenue. At Playwire, we understand the challenges of modern ad inventory management and provide comprehensive solutions to help publishers thrive. Contact us today to learn how we can help you build a future-proof advertising strategy that delivers results.