supply side platformvsa/b-testing

A Supply Side Platform (SSP) manages and optimizes the inventory of digital ad space on publisher sites, enabling automated selling to advertisers in real-time auctions. A/B testing in this context is applied by publishers or SSP operators to experiment with different ad placements, formats, floor prices, or bidding strategies to identify configurations that maximize revenue and user engagement. For example, an SSP can run A/B tests by splitting traffic between different yield optimization algorithms or price floors to empirically determine which approach yields higher fill rates or eCPMs. This iterative experimentation is crucial because SSPs operate in dynamic markets where small changes in ad delivery parameters can significantly impact monetization. Thus, A/B testing provides a data-driven mechanism to refine SSP settings and improve overall ad performance, making it an integral part of digital strategy for publishers leveraging SSPs.