The global Supply Side Platform (SSP) market size is projected to reach approximately USD 117.32 Billion by 2033, at a CAGR of 13.36% from 2023 to 2033. A Supply Side Platform (SSP) is a technology platform used by digital publishers and website owners to manage and sell their advertising inventory to advertisers and ad networks. The main function of an SSP is to enable publishers to maximize their revenue by connecting them to multiple demand sources such as ad networks, agencies, and direct advertisers. SSPs provide publishers with tools to manage their ad inventory, set pricing, and access real-time bidding auctions, which enable advertisers to bid on ad inventory in real time. This automated process allows publishers to maximize their revenue and advertisers to reach their target audience effectively.
COVID-19 Impact Analysis
The Covid-19 pandemic had a significant impact on the global economy, and the supply-side platforms (SSPs) market was no exception. SSPs are digital advertising platforms that connect publishers with advertisers, allowing them to buy and sell ad space in real-time. At the onset of the pandemic, many businesses were forced to close or reduce their operations, leading to a significant decline in advertising spending. As a result, SSPs saw a decrease in demand for ad inventory and a corresponding decrease in revenue. Additionally, many advertisers paused or canceled their campaigns, leading to a decrease in ad prices and further impacting SSPs’ revenue. However, as the pandemic progressed, the digital advertising market began to recover, and SSPs started to see an increase in demand for their services. The shift towards remote work and online shopping increased the need for digital advertising, and many businesses shifted their advertising budgets toward digital channels. This trend is expected to continue even after the pandemic subsides, as consumers’ behavior towards online shopping and digital interactions had changed permanently.
Market Dynamics
The major factors that have impacted the growth of Supply Side Platform (SSP) are as follows:
Drivers:
⮚     Increasingly Complex Digital Advertising Ecosystem
The digital advertising ecosystem is becoming more complex. This is because advertisers need to reach consumers on multiple devices and platforms, and there is a large volume of data that needs to be processed and analyzed. This complexity is seen in the number of players in the digital advertising market, which includes ad networks, ad exchanges, and demand-side platforms (DSPs). In this complex ecosystem, Supply Side Platforms (SSPs) play a critical role by connecting publishers with advertisers. SSPs help publishers maximize the value of their inventory by optimizing the sale of each ad impression in real-time. In addition, SSPs provide publishers with valuable data and insights into the performance of their inventory. The growth of the SSP market is being driven by the increasing complexity of the digital advertising ecosystem.
Restraint:
- Large Data Storage Requirement
The large data storage requirements associated with Supply Side Platforms (SSPs) can be a significant restraint on the growth of the market. The need to store and manage vast amounts of data for targeting, optimization, and reporting purposes can be a costly and complex undertaking for publishers and ad tech companies. The high cost of data storage is a significant challenge for smaller publishers and ad tech companies, who may not have the financial resources to invest in large-scale data storage and infrastructure. Moreover, as the volume of digital advertising data continues to grow, the storage requirements for SSPs will only increase, further exacerbating this challenge. However, it is worth noting that the industry is adapting to these challenges through technological advancements and innovative solutions. Many SSPs are now leveraging cloud-based storage solutions, which can reduce upfront costs and offer more flexibility in terms of scaling up or down as needed. In addition, advances in data compression and optimization technologies can help reduce the storage requirements for SSPs without sacrificing performance.
Opportunity:
⮚     Growth In The Popularity Of Mobile Programmatic Advertising
With the increasing use of mobile devices for browsing and consuming content, advertisers are increasingly looking to target consumers on these platforms. SSPs play a critical role in the programmatic advertising ecosystem by providing publishers with the tools and technology to manage and monetize their ad inventory across multiple channels and demand sources. As mobile programmatic advertising continues to grow, the demand for SSPs that can effectively manage and optimize mobile ad inventory will likely increase. Moreover, the mobile programmatic advertising landscape presents unique challenges that require specialized expertise and technology, such as the need to manage ad inventory across various screen sizes and the ability to target users based on their location data. SSPs that can effectively address these challenges and provide publishers with the tools and technology to succeed in the mobile programmatic advertising ecosystem are expected to see significant growth opportunities.
Segment Overview
By Component
Based on the Component, the Supply Side Platform (SSP) market is segmented based on Software/Platform, Services. During the projection period, the Software/Platform segment is expected to hold the largest market share. due to the increasing demand for efficient and effective programmatic advertising solutions. As the programmatic advertising landscape continues to grow and evolve, publishers are looking for SSPs that can provide them with the most advanced features and capabilities to maximize their ad revenue.
By Application
Based on Application, the global Supply Side Platform (SSP) market has been divided into Bidding, Targeting, and Online Advertising. The Online Advertising segment is expected to hold the largest market share. With the growth of digital advertising and the increasing adoption of programmatic advertising, publishers are looking for SSPs that can help them efficiently monetize their digital ad inventory. The online advertising segment of the SSP market includes display, video, mobile, and native advertising formats, and SSPs that specialize in these formats are in high demand.
By End Use Industry
Based on End Use Industry, the global Supply Side Platform (SSP) market has been divided into BFSI, IT and Telecommunication, Retail and Wholesale, Manufacturing, Education, Government, Travel, and Others. The Retail and Wholesale segment is expected to hold the largest market share. Retail and Wholesale use SSPs to manage their advertising inventory and connect with various demand-side platforms (DSPs) and advertisers. This enables them to reach a larger audience and sell their inventory more effectively. SSPs also offer targeting options that are particularly useful for the Retail and Wholesale industry, such as contextual targeting, behavioral targeting, and demographic targeting.
Global Supply Side Platform (SSP) Market Share, by Segmentation
Regional Analysis
Based on region, the global Supply Side Platform (SSP) market has been divided into North America, Europe, Asia-Pacific, and the Rest of the World. North America is projected to dominate the use of the Supply Side Platform (SSP) market followed by the Asia-Pacific and Europe regions.
North America Market
North American region dominates the Supply Side Platform (SSP) market. North America has a well-established and mature advertising industry with a high level of adoption of programmatic advertising, which relies heavily on SSPs. Many of the largest and most influential advertising technology companies are based in North America, including Google, Amazon, and Facebook. These companies have a significant impact on the SSP market, driving innovation and setting industry standards.
Asia-Pacific Market
Asia Pacific is expected to experience the fastest growth in the market. With experiencing rapid growth in digital advertising spending, driven by the expanding middle class, increased mobile internet usage, and growing e-commerce market. This creates significant opportunities for SSPs to help publishers monetize their digital content.
Competitive Landscape
The market comprises tier-1, tier-2, and local players. With their wide product portfolios, tier-1 and tier-2 players have a global reach. Since of their strategic innovations and broad regional presence, companies such as InMobi Pte Ltd, Google Inc, Chartboost, and Vungle lead the global Supply Side Platform (SSP) business. To increase their market position and attract a wide consumer base, the businesses are employing various strategies, such as growth, product releases, and alliances.
Prominent Players:
- InMobi Pte Ltd.
- Google, Inc.
- Chartboost
- Vungle
- AdsKeeper advertising network
- Adblade
- Avocarrot Ltd.
- APPLOVIN
- Disqus
- RevMob
- ADDCOLONY
- Unity Technologies
- MoPub
- Adcash
- AdMaven
- Zeropark
- Inneractive
- Propeller Ads
Scope of the Report
Global Supply Side Platform (SSP) Market, by Component
- Software/Platform
- Services
Global Supply Side Platform (SSP) Market, by Application
- Bidding
- Targeting
- Online Advertising
Global Supply Side Platform (SSP) Market, by End-Use Industry
- BFSI
- IT and Telecommunication
- Retail and Wholesale
- Manufacturing
- Education
- Government
- Travel
- Others
Global Supply Side Platform (SSP) Market, by Region
- North America
- US
- Canada
- Mexico
- Europe
- UK
- Germany
- France
- Italy
- Rest of Europe
- Asia Pacific
- China
- Japan
- South Korea
- India
- Rest of Asia Pacific
- Rest of the World
| Parameters | Indicators |
|---|---|
| Market Size | 2033: $ 117.32 Billion |
| CAGR | 13.36% CAGR (2023-2033) |
| Base year | 2022 |
| Forecast Period | 2023-2033 |
| Historical Data | 2021 |
| Report Coverage | Revenue Forecast, Competitive Landscape, Growth Factors, and Trends |
| Key Segmentations | Component, Application, End-Use Industry |
| Geographies Covered | North America, Europe, Asia-Pacific, Latin America, Middle East, Africa |
| Key Vendors | InMobi Pte Ltd, Google Inc, Chartboost, Vungle, AdsKeeper advertising network, Adblade, Avocarrot Ltd, APPLOVIN, Disqus, RevMob, ADDCOLONY, Unity technologies, MoPub, Adcash, AdMaven, Zeropark, Inneractive, Propeller Ads |
| Key Market Opportunities | Growth In The Popularity Of Mobile Programmatic Advertising |
| Key Market Drivers | Government regulations on the safety of workers |
REPORT CONTENT BRIEF:
- High-level analysis of the current and future Supply Side Platform (SSP) market trends and opportunities
- Detailed analysis of current market drivers, restraining factors, and opportunities in the future
- Supply Side Platform (SSP) market historical market size for the year 2021, and forecast from 2023 to 2033
- Supply Side Platform (SSP) market share analysis at each product level
- Competitor analysis with a detailed insight into its product segment, financial strength, and strategies adopted.
- Identifies key strategies adopted including product launches and developments, mergers and acquisitions, joint ventures, collaborations, and partnerships as well as funding taken and investment done, among others.
- To identify and understand the various factors involved in the global Supply Side Platform (SSP) market affected by the pandemic
- To provide a detailed insight into the major companies operating in the market. The profiling will include the financial health of the company’s past 2-3 years with segmental and regional revenue breakup, product offering, recent developments, SWOT analysis, and key strategies.
Â
Press Release
Neo and Challenger Bank Market Booms: 41.25% CAGR
Kids Food Market: 4.78% CAGR Expected
Dry Red Wine Market Grows: 8.01% CAGR
Carpooling Software Market Surges: 12% CAGR
Global Automotive Pedestrian Protection Systems (PPS) Market Grows: 8.17% CAGR
Audio Transformer Market Grows: 9.20% CAGR
Agriculture Crop Insurance Market: 6.03% CAGR Expected
In-Game Advertising Market Grows: 9.14% CAGR
Wine and Brandy Market Grows: 5.65% CAGR
Route Optimization Market Surges: 12.85% CAGR
Supply Side Platform (SSP) Market FAQs
- What is the study period of this market?
- The study period of global Supply Side Platform (SSP) market is 2020 – 2030
- What is the growth rate of global Supply Side Platform (SSP) market?
- The global Supply Side Platform (SSP) market is growing at a CAGR of ~ 12% over the next 7 years
- Which region has highest growth rate in global Supply Side Platform (SSP) market?
- Asia Pacific is expected to register the highest CAGR during 2022 – 2030
- Which region has the largest share in global Supply Side Platform (SSP) market?
- North America holds the largest share in 2021
- Who are the key players in global Supply Side Platform (SSP) market?
- InMobi Pte Ltd., Google, Inc., Chartboost, Vungle, AdsKeeper advertising network, Adblade, Avocarrot Ltd., APPLOVIN, Disqus, RevMob, ADDCOLONY, Unity technologies, MoPub, Adcash, AdMaven, Zeropark, Inneractive, Propeller Ads are the major companies operating in the global Supply Side Platform (SSP) market.
- Do you offer Post Sale Support?
- Yes we offer 16 hours of anayst support in order to solve the quries
- Do you sell particular sections of a report?
- Yes we provide regional as well as country level report. Other than this we also provide sectional report. Please get in contact with our sales representatives.
