Using a Supply-Side Platform (SSP) is becoming a key tool for digital screen owners in DOOH (Digital Out of Home) and retail networks who aim to manage their advertising inventory as effectively as possible. SSP automates the ad sales process, connects media to global programmatic platforms, and ensures a much higher fill rate.
Through integration with DSPs (Demand-Side Platforms), digital screens gain direct access to thousands of brands and advertisers, enabling higher revenues and profitability. For retail, SSP opens opportunities to monetize their own media via Retail Media, combining out-of-home advertising with targeted in-store campaigns.
Another major advantage of SSP for DOOH is the use of programmatic technologies that deliver ads in real time, considering audience data, location, and time of day. This allows media owners to provide advertisers with more precise targeting and transparent analytics. Modern AdTech solutions enable flexible pricing, ad formats, and placement conditions, making digital out-of-home competitive with other digital channels.
SSP for out-of-home and retail helps build an efficient DOOH infrastructure for ad monetization, reduces operational sales costs, and significantly expands opportunities for attracting international advertising campaigns. For screen owners, this means stable revenue growth, more effective media management, and a long-term competitive edge in digital outdoor communications.