The hot topic these days seems to really be focused around supply path optimization. From a buyer’s perspective who is purchasing media in a programmatic or managed service capacity, it is a very complex ecosystem to navigate who actually has the most direct-to-source connectivity.
Evaluating ad tech partners
We have seen many brands and agencies taking a stance and doing a deep evaluation into supply path optimization to determine which supply-side platforms (SSPs) have a preferred partnership.
This evaluation could lead to a major shift in moving from 50-60 SSPs to the 5-10 partners from whom buyers can still get all the access they need. Some agencies are not just doing the evaluation but also executing on it. In recent news, Havas is moving forward with only 6-8 SSPs.
When completing this evaluation, one of the major sticking points for buyers is fee transparency. While this is very important, partnerships shouldn’t be determined solely on pricing between the SSP and the publisher.
There are many important factors that need to be taken into consideration when doing this evaluation, including the type of integration into supply, advanced integrations with media owners/device manufacturers/publishers, and access of formats and data.
Agencies and brands need a group of folks to spearhead these efforts, and implementation is an immensely important part of the equation. Once the selections have been made, guidelines need to be applied to ensure all SSPs in the partnership mix are implementing what they have said they will implement.
There also needs to be a roll-out of the partnership, so that all traders are operating in the same workflow and framework.
At SpotX, our overarching goal is to help our partners with their monetization efforts. We want to give all the flexibility possible to make the transaction as simple and straightforward as possible.
The industry as a whole is working toward getting to a place where brands and agencies work with the most direct to source suppliers and framework has been put into place to ensure that is occurring, and this will continue to be an interesting trend of which SpotX is lucky to be in the middle.
Click here to learn more about what brands and agencies should know about supply path optimization.
This article was written by Mike Evans, VP of strategic accounts (demand) at SpotX.