At the time when ad spaces were sold in traditional ways and the programmatic technology was not yet widespread, impression sales and purchases were carried out one by one. For this reason, important resources, such as time and money were used quite inefficiently compared to the programmatic. However, SSPs that have the programmatic technology in which all the process takes place automatically in split seconds, make the lives of the publishers who prefer to use them considerably easier.
Thanks to the programmatic SSP, publishers can easily access customers whose existence was once unknown to them. In this way, it becomes possible for them to keep the fill rates high. But, what other benefits can SSPs provide for online publishers?