# SSP (Supply‑Side Platform)

Type: Technology

Source: Marketing Intelligence Brief — https://getmarketingbrief.com/entity/ssp-supplyside-platform
Canonical HTML page: https://getmarketingbrief.com/entity/ssp-supplyside-platform

## Timeline

- **2024**: Supply‑Side Focus Initiated — Recognizing diminishing returns from demand‑side changes, Georgia‑Pacific begins consolidating approximately 30 SSPs and exploring pre‑bid scoring solutions.
- **2024**: SWYM Deployment and Maturation — The SWYM tool is integrated upstream of the auction, enabling predictive inventory scoring before bid placement. Results are embedded over two and a half years.
- **2019**: Programmatic Buying In‑Housed — Georgia‑Pacific brings the majority of its programmatic buying in‑house, establishing a foundation for later demand‑side optimizations.
- **2019**: Demand‑Side Optimization — The company refines inventory control, campaign pacing, and targeting on its demand‑side platforms, maximizing value from the buying side.

## Recent coverage (1 stories)

### From 30 SSPs to Pre‑Bid Scoring: Georgia‑Pacific’s $0‑Waste Programmatic Pivot
2026-08-10 04:39:40 · Sentiment: Neutral · Impact: 6/10 · Sources: 2

Georgia-Pacific overhauled its programmatic stack by slashing SSPs from 30 to a handful and deploying pre‑bid scoring via SWYM. The strategy, led by senior director Paras Shah, refocused value creation on the supply side after exhausting demand‑side optimizations.
Full story: https://getmarketingbrief.com/story/georgia-pacific-supply-side-programmatic-shift-30-ssps

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