Supply Side Platform Market

The Global Supply Side Platform (SSP) Market is split by deployment into cloud-based and on-premises. The cloud-based segment is likely to account for a larger share of the market as it is more scalable, cost-effective, and easier to deploy. Cloud-based deployment is also the preferred way of deploying SSPs due to the numerous advantages it offers. The lower upfront costs, flexibility, and lower maintenance of cloud-based deployment make it particularly attractive for many businesses. Moreover, the cloud-based deployment allows businesses to access the latest features and updates without additional investments in hardware or software.

As a result, the cloud-based segment is expected to be growing faster than the on-premises segment during the forecast period. In 2023, the cloud-based segment is expected to account for more than 65% of the Global SSP Market revenue. This share is expected to grow to a little over 75% by the end of the forecast period. The on-premises segment is likely to lose some of its market share over the forecast period in favor of the cloud-based segment.

The Global Supply Side Platform (SSP) Market is segmented into various applications, including Display Advertising, Video Advertising, Mobile Advertising, and Programmatic Advertising. Among these segments, Display Advertising holds the largest market share, accounting for over 40% of the Global SSP Market revenue in 2023. This dominance is attributed to the widespread adoption of display ads across websites and mobile applications. However, Video Advertising is projected to exhibit the highest growth rate during the forecast period, driven by the increasing popularity of video content and the rise of connected TV (CTV) advertising.

Mobile Advertising and Programmatic Advertising are also expected to witness significant growth, owing to the proliferation of smartphones and the increasing adoption of programmatic advertising techniques.

The Global Supply Side Platform SSP Market is segmented based on organization size into Small and Medium-Sized Businesses (SMBs) and Large Enterprises. In 2023, the SMBs segment accounted for a larger share of the market due to their increasing adoption of digital marketing strategies. However, the Large Enterprises segment is expected to grow at a faster CAGR during the forecast period, owing to their higher spending on marketing and advertising campaigns.

It is estimated that the Global Supply Side Platform SSP Market revenue for the SMBs segment will reach USD 25.18 billion by 2027, growing at a CAGR of 12.8%, while the Large Enterprises segment is projected to reach USD 45.32 billion by 2027, growing at a CAGR of 15.4%.

The Global Supply Side Platform (SSP) Market is segmented into various industry verticals, including Retail, Media and Entertainment, Finance, and Technology. Among these, the Retail segment held the largest market share in 2023 and is projected to maintain its dominance throughout the forecast period. The increasing adoption of e-commerce and the growing need for personalized advertising solutions are driving the growth of the SSP market in the Retail sector.

The Media and Entertainment segment is also expected to witness significant growth, owing to the rising demand for targeted advertising campaigns and the proliferation of digital content consumption.The Finance and Technology segments are also expected to contribute to the overall growth of the SSP market, as these industries increasingly rely on data-driven marketing strategies.

The Global Supply Side Platform SSP Market is segmented based on the Pricing Model into Subscription-Based, Pay-Per-Impression, and Cost-Per-Click (CPC). Among these, the Subscription-Based segment held the largest market share in 2023, and it is expected to continue its dominance during the forecast period. The Subscription-Based model provides a steady revenue stream for SSPs, as publishers pay a fixed fee for access to the platform. The Pay-Per-Impression model is expected to witness significant growth during the forecast period, as it allows publishers to only pay when their ads are displayed.

The Cost-Per-Click model is another popular pricing model, as it allows publishers to only pay when users click on their ads. The Global Supply Side Platform SSP Market is expected to reach a valuation of USD 56.23 billion by 2027, exhibiting a CAGR of 16.7% during the forecast period.