With the rise in sophisticated programmatic media buying and an expanded array of inventory sources, the advertising industry is calling for more transparency and efficiency. In a process known as supply path optimisation (SPO), buyers have begun assessing the effectiveness of their SSP partners, demanding increased transparency, and more innovative and adaptable bidding processes.
In partnership with Digiday, PubMatic surveyed over 100 advertisers, agencies and demand-side platforms (DSPs) to understand what the SPO landscape looks like in the UK. The study investigates how far along buyers are in implementing SPO, their tactics, benefits, concerns and how optimisation changes the relationships buyers have with SSPs.
The study found that:
- SPO is top of mind for UK buyers; 87% of buyers are actively implementing SPO or plan to within the next 12 months.
- Buyers implement SPO primarily at the agency level, and only a small portion implement at the brand or holding company levels.
- Private marketplace (PMP) capability is the most important feature in selecting SSP partners as buyers consolidate for SPO purposes
Download the full UK study for additional insights and recommendations.