# Best Supply Side Platforms (SSP) - Page 7 *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 ## G2 Grid® for Supply Side Platforms (SSP) ![G2 Grid® for Supply Side Platforms (SSP) plotting products by satisfaction and market presence](https://www.g2.com/categories/supply-side-platform-ssp/grids.png?focus%5B%5D=5110&focus%5B%5D=1405571&focus%5B%5D=1702679&focus%5B%5D=65056&focus%5B%5D=63667&focus%5B%5D=101287&focus%5B%5D=8713&focus%5B%5D=4909) Highlighted products: Google Ad Manager, Opti Digital, BidMachine, 33Across, EX.CO, GaleForceMedia, Sharethrough, and OpenX. Underlying data: [Grid® JSON](https://www.g2.com/categories/supply-side-platform-ssp/grids.json?focus%5B%5D=google-ad-manager&focus%5B%5D=opti-digital&focus%5B%5D=bidmachine&focus%5B%5D=33across&focus%5B%5D=ex-co&focus%5B%5D=galeforcemedia&focus%5B%5D=sharethrough&focus%5B%5D=openx) ## 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 11, 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** ### NINJIO Security Awareness NINJIO is a human risk management platform that reduces cybersecurity risk by combining personalized security coaching, engaging cybersecurity awareness training, and adaptive simulated phishing to build safer behaviors across your organization. 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Behavioral Risk Analysis: Every phishing simulation helps build an Emotional Susceptibility Profile, mapping how each user responds to psychological manipulation tactics such as fear, urgency, curiosity, and obedience. Personalized Security Coaching: Real-time microlearning provides immediate feedback when users click, report, or ignore phishing attempts—closing the gap between knowledge and action. NINJIO’s human risk management solution solves multiple cybersecurity challenges, including: Reducing phishing click rates and improving phish reporting rates Shortening attacker dwell time through faster employee reporting Identifying high-risk individuals based on behavioral data—not just quiz scores Cultivating a security-first mindset across the workforce By pairing emotionally intelligent training with data-driven insights, NINJIO equips organizations to mitigate human risk, reduce the chance of a breach, and build a resilient security culture. [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=2026-07-12T03%3A15%3A55Z&secure%5Bdisplayable_resource_id%5D=1195&secure%5Bdisplayable_resource_type%5D=Category&secure%5Bmedium%5D=sponsored&secure%5Bplacement_reason%5D=retargeted_product&secure%5Bplacement_resource_ids%5D%5B%5D=56380&secure%5Bprioritized%5D=false&secure%5Bproduct_id%5D=56380&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%3D7&secure%5Btoken%5D=ae8ede870ea84e2624ae0341b27b70e4bb0c5e89d8eb4bf71cd305cd6c549d6c&secure%5Burl%5D=https%3A%2F%2Fget.ninjio.com%2Flpg2&secure%5Burl_type%5D=free_trial) --- ## 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)