The need for supply path optimization (SPO) arises from concurrent trends—among them cost reduction, sustainability, privacy compliance, and inventory quality assurance. The deprecation of third-party identifiers is also fueling SPO initiatives, and supply-side platforms (SSPs) are particularly at risk of being disintermediated by more intimate first-party data partnerships between publishers and buyers. SPO is behind a few recent developments:
Article
| Jun 20, 2023
We examine the latest updates to that ecosystem’s key trends, including the embrace of supply path optimization and the deprecation of third-party cookies. KEY QUESTIONS:. How is the US programmatic display market growing—and not growing? Which identifiers and post-cookie targeting strategies are working? How is supply-path optimization affecting the number of partners publishers use?
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| Jul 25, 2023
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| Jun 8, 2023
More vendors will fall victim to supply path optimization (SPO) initiatives aimed at increasing transparency and reducing fees. Cookie deprecation will ignite a fresh round of acquisitions and crush unsustainable business models. AI is about to disrupt supply and demand. AI has made it a lot easier and quicker to produce low-quality ad inventory, which will increase by an order of magnitude.
Report
| Nov 14, 2023
Begin exploring supply path optimization initiatives. Aside from the time commitment, there is no downside to auditing programmatic partnerships. There are likely cost efficiencies to be found, and there are new privacy laws in play that require a more thorough understanding of who has access to consumer data along the bid stream. Continue testing alternative targeting and measurement methods.
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| Feb 24, 2023
Supply Path Optimization. Remember those blurry lines between ad tech players? A handful of trends are steering this sector toward no lines at all. Mergers and acquisitions are reducing fragmentation in ad tech, a facet of industry maturation that may pick up speed if a recession takes hold.
Report
| Jul 19, 2022
This effort to streamline, referred to as supply path optimization (SPO), has motivated SSPs to forge more direct links to buyers. To catch and keep the attention of brands and agencies, SSPs are both building deal-making interfaces and operating their own specialized marketplaces. They have continued to make those moves in 2022, and the results are beginning to show up on their balance sheets.
Report
| Jul 22, 2022
Now is the time to optimize programmatic supply paths. Consolidation among ad tech players could lead to greater transparency and efficiencies in the programmatic marketplace. Advertisers can implement supply path optimization (SPO) initiatives to further reduce friction in programmatic purchasing and to account for every ad dollar.
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| Feb 15, 2022
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| Jul 25, 2023
Source: Gartner
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| Jul 18, 2023
Source: Womble Bond Dickinson (WBD)
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| May 2, 2023
Source: CMS Wire Research; Elastic Path Software
They have been able to eke out increasing insights and performance gains in areas like cybersecurity, optimization problems, and simulations. These early adopters are expected to help push the global quantum computer market to expand by 497% between 2022 and 2028, per Yahoo. Who stands to gain?
Article
| Jan 3, 2023
Aera Technology: Uses ML and data crawling to offer actionable insights on business decision intelligence related to the supply chain, inventory optimization, and retail product promotion. Total funding: $174 million. Balbix: Helps organizations change their approach to cybersecurity with an automation framework that disperses cyberdefense decision-making across the entire C-suite.
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| Dec 28, 2022
Brands and retailers are adopting new technologies as they pursue supply chain optimization: Kraft Heinz, UPS, and Amazon are looking to AI, the cloud, and other tools to streamline operations.
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| May 11, 2022
Retailers take multiple approaches to inventory as supply chain woes wear on: Companies like Utz and DSW are cutting down on SKUs while Walmart and Target are stocking up early.
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| May 25, 2022
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| Nov 18, 2021
Source: Integral Ad Science
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| Nov 18, 2021
Source: Integral Ad Science
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| May 2, 2022
Source: Interactive Advertising Bureau (IAB); Advertiser Perceptions
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| Dec 6, 2022
Source: McKinsey & Company
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| Dec 8, 2021
Source: McKinsey & Company
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| Jun 14, 2022
Source: Navisite
Many of the largest demand- and supply-side platforms are integrated with Adelaide, offering private marketplaces of curated high-attention media, custom bidding algorithms, or pre-bid optimization levers based on its proprietary AU metric. Lumen has a few ad tech integrations under its belt, too. DoubleVerify and IAS, known for ad verification, have both launched attention products.
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| Aug 22, 2023
Store analytics will make purchase funnel optimization similar to ecommerce. Advancements in store analytics are illuminating the path to purchase.
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| Aug 10, 2023
That’s because data-driven insights are constrained by what’s being measured, and optimizations primarily extract value rather than create value.
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| Apr 28, 2022
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| Jan 27, 2022
Source: Integral Ad Science