A supply source denotes a publisher who possesses and can furnish the digital space, often in the form of a website, app, or other media, required for serving and displaying ads to visitors. Essentially, publishers act as the providers of digital ad space, commonly known as “ad inventory,” in the online realm.
Supply sources may encompass agreements negotiated directly with publishers, connections to Supply-Side Platforms (SSPs) that publishers utilize to oversee and sell their inventory, or involvement with ad networks that package and sell ad space through conventional sales approaches.
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