What is supply-side platform in SAP CRM-ANA-MKT - Marketing Analytics?

SAP Term: supply-side platform

• Component: CRM-ANA-MKT

• Component Name: Marketing Analytics

• Description: A technical infrastructure that enables publishers to manage and sell their ad inventory either directly or programmatically via a real-time-bidding ad exchange.

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• Key Concepts: 
  A supply-side platform (SSP) is a technology platform used by publishers to manage and monetize their digital advertising inventory. It is a type of demand-side platform (DSP) that enables publishers to connect with multiple ad exchanges and demand sources, such as ad networks, DSPs, and other buyers. The SSP allows publishers to optimize their inventory by setting pricing rules, targeting specific audiences, and managing the frequency of ads. 
  
  How to use it: 
  Publishers can use an SSP to manage their digital advertising inventory. They can set pricing rules for different types of ads, target specific audiences, and manage the frequency of ads. The SSP also allows publishers to connect with multiple ad exchanges and demand sources, such as ad networks, DSPs, and other buyers. This allows them to maximize their revenue by selling their inventory to the highest bidder. 
  
  Tips & Tricks: 
  When setting pricing rules for your inventory, it is important to consider the value of each impression. Different types of ads may have different values, so it is important to set pricing rules that reflect this. Additionally, it is important to consider the frequency of ads when setting pricing rules. If an ad is shown too often, it may become less effective and result in lower revenue. 
  
  Related Information: 
  The SAP CRM-ANA-MKT Marketing Analytics component provides tools for analyzing customer data and optimizing marketing campaigns. It includes features such as predictive analytics, segmentation analysis, and campaign optimization. This component can be used in conjunction with an SSP to optimize digital advertising campaigns and maximize revenue.