# Best Supply Side Platforms (SSP) - Page 5

*By [Yukta Rustagi](https://research.g2.com/insights/author/yukta-rustagi)*


Supply side platforms (SSPs) allow publishers to make money from their websites by creating and selling ad inventory to marketers on an impression-by-impression, or visitor-by-visitor, basis. By selling ads in real time, publishers can provide advertisers with better visibility into individual impressions and gain instant clarity into advertising demand. This ensures that publishers sell their inventory at the most optimal price point and leverage their ad inventory to the fullest extent. SSPs are used in conjunction with publisher ad servers—either as a single product or two separate integrated products—that provide the functionality to manage ad inventory and traffic incoming ads. SSPs, in turn, give publisher ad servers the ability to sell their advertising inventory in real time through advertising exchanges or directly to advertisers’ demand side platforms (DSPs).

To qualify for inclusion in the SSP category, a product must:

- Include publisher ad server functionality or be able to integrate with publisher ad servers
- Connect to ad exchanges and directly to DSPs to sell ad inventory in real times






## How Many Supply Side Platforms (SSP) Products Does G2 Track?
**Total Products under this Category:** 101

### Category Stats (Jul 2026)
- **Average Rating**: 4.28/5 The average rating of products in this category, based on all submitted ratings
- **Top Trending Product**: Opti Digital (+0.72%) - Among all products in this category, Opti Digital recorded the largest rating increase compared to last month
*Last updated: July 07, 2026*


## How Does G2 Rank Supply Side Platforms (SSP) Products?

**Why You Can Trust G2's Software Rankings:**

- 30 Analysts and Data Experts
- 1,100+ Authentic Reviews
- 101+ Products
- Unbiased Rankings

G2's software rankings are built on verified user reviews, rigorous moderation, and a consistent research methodology maintained by a team of analysts and data experts. Each product is measured using the same transparent criteria, with no paid placement or vendor influence. While reviews reflect real user experiences, which can be subjective, they offer valuable insight into how software performs in the hands of professionals. Together, these inputs power the G2 Score, a standardized way to compare tools within every category.


## Which Supply Side Platforms (SSP) Is Best for Your Use Case?

- **Leader:** [Google Ad Manager](https://www.g2.com/products/google-ad-manager/reviews)
- **Highest Performer:** [Opti Digital](https://www.g2.com/products/opti-digital/reviews)
- **Easiest to Use:** [GaleForceMedia](https://www.g2.com/products/galeforcemedia/reviews)
- **Top Trending:** [EX.CO](https://www.g2.com/products/ex-co/reviews)
- **Best Free Software:** [Opti Digital](https://www.g2.com/products/opti-digital/reviews)


---

**Sponsored**

### Criteo GO

Criteo GO is a self-serve, AI-driven advertising platform designed for ecommerce and DTC brands that want to launch high-performing campaigns quickly — without the complexity of managing multiple ad platforms. A full self-service, end-to-end performance marketing platform, Criteo GO helps businesses discover new traffic, acquire customers, and drive performance at scale. Built as a simple, marketing-led entry point for new-to-Criteo advertisers, Criteo GO guides users from onboarding through campaign launch to ensure success from the start. Guided onboarding, optimised campaign templates covering the full marketing funnel, and intuitive self-service tools with clear performance insights make sophisticated commerce advertising accessible to teams of any size. At the core of Criteo GO is Criteo AI — powered by over 20 years of commerce intelligence, real-time commerce signals, and billions of shopping interactions. This intelligence fuels smarter full-funnel targeting, automated optimisation, cross-channel reach, and more relevant ads, helping advertisers reach high-intent shoppers with precision and less manual effort. The platform auto-optimises bidding, targeting, and creatives using thousands of signals per second, so teams can focus on growth rather than manual campaign management. Criteo GO is designed for advertisers — especially new-to-Criteo brands and SMBs — looking to run performance marketing campaigns that are simple to set up, fast to launch, and built to scale. From onboarding to campaign activation, the entire workflow is streamlined so campaigns start performing within days, not weeks. Key capabilities include: 1. Cross-channel reach by design — reach shoppers across the open web, app, and social using display, video, and native ad formats, all within a single campaign 2. Full-funnel performance — drive discovery, acquire new customers, and maximise conversions across the shopper journey 3. Criteo AI automation — campaign setup, targeting, bidding, and creative optimisation handled automatically using product-level data, shopper behaviour, and publisher context 4. Transparent reporting — clear performance insights and actionable analytics so advertisers always know what is working 5. Guided self-service — no deep technical expertise required; AI-assisted recommendations guide users through every step Criteo GO is built on a foundation of real-time commerce data and live shopping signals — including product-level data, shopper behaviour, and publisher context — that power more accurate targeting and better predictions across every channel and format. The result is a platform that removes fragmented workflows and channel-specific constraints, making cross-channel, full-funnel performance advertising simpler, more transparent, and more effective — especially for growing teams. Whether you are a growth marketer, ecommerce manager, or founder, Criteo GO helps you drive sales faster with less manual work.



[Visit website](https://www.g2.com/external_clickthroughs/record?secure%5Bad_program%5D=ppc&secure%5Bad_slot%5D=category_product_list&secure%5Bcategory_id%5D=286&secure%5Bchosen_at%5D=2026-07-07T12%3A09%3A52Z&secure%5Bdisplayable_resource_id%5D=280&secure%5Bdisplayable_resource_type%5D=Category&secure%5Bmedium%5D=sponsored&secure%5Bplacement_reason%5D=neighbor_category&secure%5Bplacement_resource_ids%5D%5B%5D=280&secure%5Bprioritized%5D=false&secure%5Bproduct_id%5D=1774500&secure%5Bresource_id%5D=286&secure%5Bresource_type%5D=Category&secure%5Bsource_type%5D=category_page&secure%5Bsource_url%5D=https%3A%2F%2Fwww.g2.com%2Fcategories%2Fsupply-side-platform-ssp%3Fpage%3D5&secure%5Btoken%5D=50d6e510173032e21eb2b519fce39e28f9bb21f1d5e774c67c4f9e39adb8d43b&secure%5Burl%5D=https%3A%2F%2Fwww.criteo.com%2Fgo%3Futm_campaign%3D2026.gbl.pame.go_g2_ads%26utm_medium%3Dcpc%26utm_source%3Dg2%26utm_detail%3Dvideo_advertising&secure%5Burl_type%5D=custom_url)

---

## What Are the Top-Rated Supply Side Platforms (SSP) Products in 2026?
### 1. [Waytogrow](https://www.g2.com/products/waytogrow/reviews)
Waytogrow: Empowering Publishers with Cutting-Edge AdTech Solutions Waytogrow is a leading AdTech partner dedicated to empowering digital publishers with innovative and efficient programmatic monetization solutions. Operating across 88+ global markets, with a portfolio of over 400 clients and successful implementations on 1,100+ domains, Waytogrow specializes in driving sustainable ad revenue growth while ensuring optimal user experience. As a Google Certified Publishing Partner (GCPP) and a trusted collaborator with leading AdTech providers, Waytogrow offers a full spectrum of solutions—from 360° fully managed integrations to plug-and-play tools. These tools include advanced header bidding technologies, yield management platforms, and data-driven analytics dashboards designed to maximize publishers' revenue streams. With a commitment to transparency, innovation, and customer success, Waytogrow combines global expertise with local strategies, delivering tailored solutions that align with publishers' unique goals. Key Highlights: - Expertise in programmatic advertising and header bidding solutions - Seamless integration of Prebid.js, Open Bidding, and custom ad stack setups - Access to 30+ premium demand partners ensuring optimal fill rates and eCPM growth - Dedicated Customer Success Managers providing ongoing support and performance insights - Transparent real-time analytics and data-driven decision-making tools At Waytogrow, we don’t just offer tools—we build long-term partnerships that drive sustainable growth, optimize ad revenue, and future-proof your digital advertising strategy. Join the global network of leading publishers and discover how Waytogrow can revolutionize your monetization journey today. 🚀



**Who Is the Company Behind Waytogrow?**

- **Seller:** [Waytogrow](https://www.g2.com/sellers/waytogrow)
- **Year Founded:** 2015
- **HQ Location:** Warsaw, PL
- **LinkedIn® Page:** https://www.linkedin.com/company/waytogrow/ (43 employees on LinkedIn®)







## What Is Supply Side Platforms (SSP)?

[Digital Advertising Tech](https://www.g2.com/categories/digital-advertising-tech)

## What Software Categories Are Similar to Supply Side Platforms (SSP)?

- [Video Advertising Software](https://www.g2.com/categories/video-advertising)
- [App Monetization Platforms](https://www.g2.com/categories/app-monetization-platforms)
- [Publisher Ad Server Software](https://www.g2.com/categories/publisher-ad-server)