[1] Many of the larger web publishers of the world use a supply-side platform to automate and optimize the selling of their online media space.
[2] A supply-side platform interfaces on the publisher side to advertising networks and exchanges, which in turn interface to demand-side platforms (DSP) on the advertiser side.
[5] SSPs send potential impressions into ad exchanges, where DSPs purchase them on marketers' behalf, depending on specific targeting attributes and audience data.
[6] By offering impressions to as many potential buyers as possible publishers can maximize the revenue.
[9] Supply-side platforms are often integrated into the structure of advertising and ad serving companies, as well as ad exchanges that work with both publishers (supply side) and advertisers (demand side).