NDA, in partnership with Xandr, is collecting the views of some of our industry’s leading figures for their predictions on 2022 and beyond. Next up is Rob Webster, founder of Canton Marketing Solutions
SPO has been a top priority for buyers for many years, how has the demise of the third-party cookie accelerated SPO efforts?
SPO has not been a priority for 99% of buyers for many years and arguably is not now. Though it has gained increased importance from the best buyers.
The demise of the third party cookie has meant that buyers are less able to rely on audience buys. As a result the quality of the inventory has rightly (and long overdue) increased in importance and SPO has a huge part to play in ensuring buyers buy the best quality inventory at the right price. It is more important than ever that advertisers have the best possible buying relationship and setup with key publishers which SPO unlocks.
What will be the biggest changes to the supply path in 2022?
In 2022 the biggest change to the supply path will be the increasing walls that go up around quality inventory that is connected with opted in users and data. Publishers who have this amazing combination will obviously wish to ensure it is looked after and that means more private deals and ecosystems that enshrine the relationship between buyer and seller.
What are the most important factors for a healthy supply path?
The most important parts of a healthy supply path are the trinity of quality, transparency and trust. When these things come together advertisers can have greater faith in what they are buying and publishers can secure appropriate rates for what they are providing leading to a much healthier ecosystem. Sadly too much of the ecosystem does not have this which leads to knock on problems such as fraud, poor content and spend discrepancies. However there is a sign that in 2022 this area can be much improved as technology and buying techniques alongside publishers protecting their valued inventory in private deals and ecosystems.