Interviews, insight & analysis on digital media & marketing

How can I optimise my supply channels and create more direct relationships with publishers?

The NDA Predictions Hub, in association with Xandr, is dedicated to insight and inspiration from some of our industry’s leading figures to help you make sense of how digital marketing and media will develop in 2022.

The predictions of our experts though may leave readers wondering exactly how they can shape their own marketing strategies to fit the trends identified. So as part our Predictions Hub, Xandr’s own experts will be stepping in to help with the answers.

Supply Path Optimisation (SPO) has become a hot topic for advertisers and media buyers in recent years. Until recently, buyers were happy to purchase a mix of inventory from various sources and leave it up to the DSP to decide which supply path budgets flowed through. SPO is simply about the buyer taking control of this decision so they are able to choose the supply path that best suits their individual needs around performance, efficiency and fee transparency. 

Relationships are also becoming critical as more buyers look to work directly with publishers. With this in mind, publishers will offer their inventory through private or curated marketplaces that respond specifically to advertisers’ needs in order to meet this demand. Therefore, it is crucial that brands evaluate collaboration opportunities and establish relationships with premium publishers, utilising technologies like data clean rooms for audience matching in a privacy-safe way.

Many publishers have already started to define audiences based on their own first-party relationships, and also classify their inventory using consistent categories. Direct integrations with SSPs that support publisher ID solutions allow sellers to achieve addressability while maintaining certain mechanisms such as frequency capping without third-party cookies. However, lack of consistent Publisher ID taxonomies across publishers could result in even more fragmentation, which is a challenge that is being addressed by the industry. 

Publishers who want to expand their access to demand could develop publisher coalitions and consortiums or adopt industry identity solutions, which provide anonymised IDs so sellers and buyers can consistently identify a user. 

Direct publisher relationships, and direct access to premium publisher inventory facilitated through SSPs, can provide continued relevant access to users known to both parties, and also help find relevant target audiences enabled by a publisher’s knowledge of their users.

Opinion, Predictions

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