Supply Path Optimization: The March Towards a More Transparent Programmatic Ecosystem

“Trust and transparency” is my mantra of choice these days, as disruptive technologies such as server-side header bidding – coupled with the opacity of the programmatic ecosystem – have resulted in buyers and sellers reducing and/or consolidating technology partners in favor of more substantive partnerships. eMarketer covered this very phenomenon in a Q3 2019 report, US Programmatic Fees 2019.

Most programmatic transactions are filled with technological handshakes, making it difficult for buyers to determine how many intermediaries are involved and whether they bring value to the equation. While the path can be muddied, what advertisers want is clear: to reduce hidden fees, maximize efficiency, and ensure ad spend delivers to legitimate traffic on premium apps and domains. 

On the flip side, content owners are reducing the number of sell-side technology vendors they work with to avoid higher fees, minimize integration headaches that strain resources, and protect the consumer experience by limiting “tech on page” that can affect load times.

These “symptoms of reduction” are part of a trending set of strategies and tactics used by content owners and advertisers in the programmatic ecosystem called Supply Path Optimization (SPO). Through transparency and efficiency, SPO ultimately should help to empower buyers to choose the best path towards a desired impression.

To pass the SPO litmus test, Supply Side Platforms (SSPs) must offer buyers more control with flexible buying options, access to differentiated brand-safe supply, and pricing efficiencies. To help meet publisher needs, SSPs must deliver incremental value in terms of quality demand, competitive fee structures, granular insights, and/or advanced technical functionality.

A CLEAR PATH TOWARDS FLEXIBILITY, TRANSPARENCY, AND CONTROL

In late February, RhythmOne introduced self-serve support for Preferred Deals. This expands on our self-serve support for Programmatic Direct Deals we announced in January – which in and of itself is a great option for publishers to sell premium inventory only to interested buyers at higher CPMs. It also gives advertisers the reliability of transacting on fixed pricing and guaranteed inventory.

Now, with Preferred Deals, publishers can offer a specific buyer the option to bid on inventory on a first right of refusal basis – and in turn, buyers inherently have more flexibility to meet campaign objectives with a clear path of where their dollars are going. Preferred Deals give publishers the ability to establish and control their prices to help return higher yield, while offering buyers the flexibility to decide if an impression matches campaign objectives.

To complement these tools, we offer publishers a very competitive fee structure to help reduce their cost of doing business and improve their bottom line. As the march towards a more transparent and efficient programmatic ecosystem gathers steam, we will continue to find new and improved ways to deliver value to our partners.

RhythmOne arms premium publishers with tools to help maximize their revenue generation potential and a campaign platform that offers robust reporting and transparency to help enable more effective inventory management. To start activating Programmatic Direct Deals and Preferred Deals on the RhythmOne Partner Hub, email  or reach out to your RhythmOne account manager today. Not yet partnered with us? Apply today!

Forward-Looking Statements
This article contains forward-looking statements. In some cases, you can identify forward-looking statements by the words “may,” “will,” “expect,” “intend,” “plan,” “objective,” “anticipate,” “believe,” “estimate,” “predict,” “project,” “potential,” “continue” and “ongoing,” or the negative of these terms, or other comparable terminology intended to identify statements about the future. All statements other than statements of historical fact are statements that could be forward-looking statements, including, but not limited to, statements about the potential and effectiveness of programmatic advertising. These forward-looking statements are subject to risks and uncertainties, assumptions and other factors that could cause actual results and the timing of events to differ materially from future results that are expressed or implied in the forward-looking statements. Factors that could cause or contribute to such differences include the dynamic and rapidly evolving sector, as well as the highly competitive industry that RhythmOne operates in, which make it difficult to evaluate prospects. These and other risk factors are discussed in Tremor International Ltd.’s Annual Report for the period ended December 31, 2018. The forward-looking statements in this press release are based on information available to RhythmOne as of the date hereof, and we assume no obligation to update any forward-looking statements.

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