Supply Side Platform (SSP) Market Overview
As per MRFR analysis, the Supply Side Platform SSP Market Size was estimated at 38.65 (USD Billion) in 2022. The Supply Side Platform SSP Market Industry is expected to grow from 44.11(USD Billion) in 2023 to 145.0 (USD Billion) by 2032. The Supply Side Platform SSP Market CAGR (growth rate) is expected to be around 14.13% during the forecast period (2024 - 2032).
Key Supply Side Platform (SSP) Market Trends Highlighted
The market for global supply side platform continues growing mainly due to the rising programmatic ad adoption coupled with the need for publishers to sell their ad inventories. Other restrictions that may affect the growth of the programmatic advertising include the growth of advertising both on mobile and connected TV, header bidding adoption, and the enhanced was of buying ad space using data and analytics.
Expansion opportunities will be found in the growth of programmatic advertising into new areas such as audio and social media, amongst other opportunities in the SSP market. Also, the rise of disruptive technologies, for example, AI and machine learning is also anticipated to continue changing the dynamics of the SSP market.
One of the emerging dynamics in the SSP market is the merger and acquisition strategy of the leaders specializing on SSP, due to entry of multiple players. At the same time, an emerging trend includes a provision of bundled services, such as exchange of demand-side platforms and/or multimedia advertising analytics with programmatic ad inventories with software for providers of supply side platforms.
Source: Primary Research, Secondary Research, MRFR Database and Analyst Review
Supply Side Platform (SSP) Market Drivers
The Rise of Programmatic Advertising
Programmatic advertising is a type of advertising that uses algorithms and machine learning to automate the buying and selling of advertising-related services. There has been a substantial increase in the amount of money spent on digital advertising, leading to significant growth in the SSP market, which has been fostered by programmatic advertising. Programmatic advertising has been an important driver of growth in the SSP market, and it can also be indicated that it will remain so in the future.
The Growth of Mobile Advertising
Another major driver of growth in the global supply-side platform SSP market industry has been the explosion of growth in mobile advertising. Mobile advertising is rapidly becoming one of the most popular forms of advertising as a growing number of consumers use their smartphones and tablets to access the internet. This has necessitated an increasing number of advertisers to increase their advertising spend on mobile advertising.
The Need for Data and Analytics
Data and analytics are highly important for advertisers in terms of understanding how well their campaigns perform and what is the best way of allocating the available resources. As a result, SSPs supply advertisers with increasing amounts of data and analytics that can help them trace the way in which their campaigns work, define patterns, and introduce necessary changes. This trend is very likely to continue and become a strong driving force in the future, making SSPs increasingly popular among advertisers.
Supply Side Platform (SSP) Market Segment Insights
Supply Side Platform (SSP) Market Deployment Type Insights
The Global Supply Side Platform (SSP) Market is split by deployment into cloud-based and on-premises. The cloud-based segment is likely to account for a larger share of the market as it is more scalable, cost-effective, and easier to deploy. Cloud-based deployment is also the preferred way of deploying SSPs due to the numerous advantages it offers. The lower upfront costs, flexibility, and lower maintenance of cloud-based deployment make it particularly attractive for many businesses. Moreover, the cloud-based deployment allows businesses to access the latest features and updates without additional investments in hardware or software.As a result, the cloud-based segment is expected to be growing faster than the on-premises segment during the forecast period. In 2023, the cloud-based segment is expected to account for more than 65% of the Global SSP Market revenue. This share is expected to grow to a little over 75% by the end of the forecast period. The on-premises segment is likely to lose some of its market share over the forecast period in favor of the cloud-based segment. However, the on-premises segment will be sustained as some businesses may still prefer to deploy their SSP in this way to have more control over their data and infrastructure.The cloud-based segment of the market is growing due to the growing prevalence of cloud computing across businesses of all sizes. Cloud computing offers increased scalability, cost-effectiveness, and simplicity of deployment. The market is driven by an increased prevalence of programmatic advertising as well as the ongoing development of the digital advertising industry. Cloud-based SSPs are likely to displace their on-premises counterparts further as more businesses switch to cloud computing.
Source: Primary Research, Secondary Research, MRFR Database and Analyst Review
Supply Side Platform (SSP) Market Application Insights
The Global Supply Side Platform (SSP) Market is segmented into various applications, including Display Advertising, Video Advertising, Mobile Advertising, and Programmatic Advertising. Among these segments, Display Advertising holds the largest market share, accounting for over 40% of the Global SSP Market revenue in 2023. This dominance is attributed to the widespread adoption of display ads across websites and mobile applications. However, Video Advertising is projected to exhibit the highest growth rate during the forecast period, driven by the increasing popularity of video content and the rise of connected TV (CTV) advertising.Mobile Advertising and Programmatic Advertising are also expected to witness significant growth, owing to the proliferation of smartphones and the increasing adoption of programmatic advertising techniques.
Supply Side Platform (SSP) Market Organization Size Insights
The Global Supply Side Platform SSP Market is segmented based on organization size into Small and Medium-Sized Businesses (SMBs) and Large Enterprises. In 2023, the SMBs segment accounted for a larger share of the market due to their increasing adoption of digital marketing strategies. However, the Large Enterprises segment is expected to grow at a faster CAGR during the forecast period, owing to their higher spending on marketing and advertising campaigns. It is estimated that the Global Supply Side Platform SSP Market revenue for the SMBs segment will reach USD 25.18 billion by 2027, growing at a CAGR of 12.8%, while the Large Enterprises segment is projected to reach USD 45.32 billion by 2027, growing at a CAGR of 15.4%.
Supply Side Platform (SSP) Market Industry Vertical Insights
The Global Supply Side Platform (SSP) Market is segmented into various industry verticals, including Retail, Media and Entertainment, Finance, and Technology. Among these, the Retail segment held the largest market share in 2023 and is projected to maintain its dominance throughout the forecast period. The increasing adoption of e-commerce and the growing need for personalized advertising solutions are driving the growth of the SSP market in the Retail sector. The Media and Entertainment segment is also expected to witness significant growth, owing to the rising demand for targeted advertising campaigns and the proliferation of digital content consumption.The Finance and Technology segments are also expected to contribute to the overall growth of the SSP market, as these industries increasingly rely on data-driven marketing strategies.
Supply Side Platform (SSP) Market Pricing Model Insights
The Global Supply Side Platform SSP Market is segmented based on the Pricing Model into Subscription-Based, Pay-Per-Impression, and Cost-Per-Click (CPC). Among these, the Subscription-Based segment held the largest market share in 2023, and it is expected to continue its dominance during the forecast period. The Subscription-Based model provides a steady revenue stream for SSPs, as publishers pay a fixed fee for access to the platform. The Pay-Per-Impression model is expected to witness significant growth during the forecast period, as it allows publishers to only pay when their ads are displayed.The Cost-Per-Click model is another popular pricing model, as it allows publishers to only pay when users click on their ads. The Global Supply Side Platform SSP Market is expected to reach a valuation of USD 56.23 billion by 2027, exhibiting a CAGR of 16.7% during the forecast period.
Supply Side Platform (SSP) Market Regional Insights
The Global Supply Side Platform SSP Market is segmented by region into North America, Europe, APAC, South America, and MEA. North America is the largest region in the Global Supply Side Platform SSP Market, accounting for about 40% of the global revenue in 2023. Europe is the second largest region, accounting for about 30% of the global revenue in 2023. APAC is the fastest-growing region, with a CAGR of 15% from 2024 to 2032. The growth in APAC is attributed to the increasing adoption of digital advertising and the growing number of internet users in the region.South America and MEA are also expected to experience healthy growth in the coming years.
Source: Primary Research, Secondary Research, MRFR Database and Analyst Review
Supply Side Platform (SSP) Market Key Players and Competitive Insights
Major players in the Supply Side Platform SSP Market industry are constantly innovating and developing new technologies to stay ahead of the competition. Leading Supply Side Platform SSP Market players are investing heavily in research and development to create new and improved products and services. This has led to a highly competitive market, with companies constantly vying for market share. The Supply Side Platform, SSP Market development, is being driven by the increasing adoption of digital advertising and the growing demand for programmatic advertising. Companies are also focusing on expanding their global reach through partnerships and acquisitions. The Supply Side Platform SSP Market Competitive Landscape is expected to remain highly competitive in the coming years, with companies continuing to invest in innovation and expansion.The leading company in the Supply Side Platform SSP Market is The Trade Desk. The company offers a cloud-based platform that allows advertisers to manage their programmatic advertising campaigns across multiple channels. The Trade Desk has a strong record of innovation accomplishments and has been recognized as a leader in the industry. The company has a global reach and works with some of the world's largest brands.A major competitor in the Supply Side Platform SSP Market is Magnite. The company offers a comprehensive platform for programmatic advertising that includes a demand-side platform, a supply-side platform, and a data management platform. Magnite has a strong presence in the United States and Europe and is expanding its reach into other regions. The company has a team of experienced professionals with deep knowledge of the advertising industry.
Key Companies in the Supply Side Platform (SSP) Market Include
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TTD
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Magnite
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OpenX
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Criteo
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Google Ad Manager
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PubMatic
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Yieldmo
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Pubmatic
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Amobee
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Xandr
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LoopMe
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DynAdmic
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Sovrn
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Index Exchange
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Amazon Advertising
Supply Side Platform (SSP) Market Industry Developments
The global Supply Side Platform (SSP) market is projected to grow significantly over the next decade, driven by the increasing adoption of programmatic advertising and the growing demand for data-driven marketing solutions. In 2023, the market was valued at USD 44.11 billion, and it is expected to reach USD 145.0 billion by 2032, exhibiting a CAGR of 14.13%.Recent news developments in the SSP market include the acquisition of PubMatic by Vista Equity Partners and the launch of a new SSP by Amazon Advertising. These developments indicate the growing importance of SSPs in the digital advertising ecosystem.Current affairs in the SSP market include the increasing adoption of header bidding and the growing demand for cross-channel advertising solutions. Header bidding allows publishers to auction their ad inventory to multiple SSPs simultaneously, which can increase competition and drive up ad prices. Cross-channel advertising solutions enable advertisers to reach their target audience across multiple channels, such as display, video, and social media.
Supply Side Platform (SSP) Market Segmentation Insights
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Supply Side Platform (SSP) Market Deployment Type Outlook
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Supply Side Platform (SSP) Market Application Outlook
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Display Advertising
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Video Advertising
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Mobile Advertising
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Programmatic Advertising
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Supply Side Platform (SSP) Market Organization Size Outlook
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Supply Side Platform (SSP) Market Industry Vertical Outlook
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Retail
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Media and Entertainment
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Finance
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Technology
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Supply Side Platform (SSP) Market Pricing Model Outlook
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Subscription-Based
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Pay-Per-Impression
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Cost-Per-Click (CPC)
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Supply Side Platform (SSP) Market Regional Outlook
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North America
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Europe
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South America
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Asia Pacific
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Middle East and Africa
| Report Attribute/Metric |
Details |
| Market Size 2022 |
38.65(USD Billion) |
| Market Size 2023 |
44.11(USD Billion) |
| Market Size 2032 |
145.0(USD Billion) |
| Compound Annual Growth Rate (CAGR) |
14.13% (2024 - 2032) |
| Report Coverage |
Revenue Forecast, Competitive Landscape, Growth Factors, and Trends |
| Base Year |
2023 |
| Market Forecast Period |
2024 - 2032 |
| Historical Data |
2019 - 2023 |
| Market Forecast Units |
USD Billion |
| Key Companies Profiled |
TTD, Magnite, OpenX, Criteo, Google Ad Manager, PubMatic, Yieldmo, Pubmatic, Amobee, Xandr, LoopMe, DynAdmic, Sovrn, Index Exchange, Amazon Advertising |
| Segments Covered |
Deployment Type, Application, Organization Size, Industry Vertical, Pricing Model, Regional |
| Key Market Opportunities |
Expansion in programmatic ad spending Growth in digital advertising Growing demand for data-driven advertising Emergence of new advertising channels Adoption of artificial intelligence AI and machine learning ML |
| Key Market Dynamics |
Rising programmatic ad spending Growth of connected TVs Evolving consumer digital behavior Increasing adoption of AI and machine learning Expansion into emerging markets |
| Countries Covered |
North America, Europe, APAC, South America, MEA |
Frequently Asked Questions (FAQ) :
The Global Supply Side Platform (SSP) Market is expected to reach a valuation of USD 145.0 billion by 2032, exhibiting a CAGR of 14.13% during the forecast period (2024-2032).
North America is anticipated to hold the largest market share in the Global SSP Market due to the presence of a large number of digital advertising companies and a high adoption rate of programmatic advertising.
The increasing adoption of programmatic advertising, the rise of mobile advertising, and the growing demand for data-driven advertising are the major growth drivers of the Global SSP Market.
Some of the prominent players in the Global SSP Market include Google, Amazon, PubMatic, Magnite, and Index Exchange.
SSPs are primarily used by publishers to manage and optimize their ad inventory across various advertising exchanges and demand-side platforms (DSPs).
The COVID-19 pandemic had a significant impact on the Global SSP Market, leading to a decline in advertising spending in the initial phase. However, the market is expected to recover and continue its growth trajectory as businesses resume their advertising activities.
The emergence of header bidding, the adoption of artificial intelligence (AI) and machine learning (ML) in SSPs, and the growing focus on privacy and data protection are some of the key trends in the Global SSP Market.
The challenges faced by the Global SSP Market include the increasing competition from walled gardens, the complexity of programmatic advertising, and the need for standardization and transparency in the industry.
The Global SSP Market is anticipated to grow at a CAGR of 14.13% during the forecast period (2024-2032).
The growth of the Global SSP Market will be influenced by factors such as the increasing adoption of programmatic advertising, the rise of mobile advertising, the growing demand for data-driven advertising, and the emergence of new technologies and trends.
