Perfecting your supply path

After years of growing adoption, programmatic advertising has finally accelerated into the forefront of media buying, becoming the undisputed choice for buying top ad formats. With programmatic advertising has come the expansion of supply path optimization to increase the effectiveness and efficiency of programmatic advertising campaigns across formats and environments.

While the majority of ad buyers are currently implementing or planning to implement Supply Path Optimization technology, there is much to be discussed between brands and agencies about who is responsible for mentoring SPO activities and media quality.

IAS partnered with IPSOS to survey U.S. digital media experts who buy digital ads programmatically. The goal was to better understand perceptions of programmatic advertising, particularly supply path optimisation.

Key findings:

• 95% of ad buyers are currently implementing or planning to implement Supply Path Optimization technology

• 52% of ad buyers say half or more of their advertising budget is transacted programmatically

• 37% currently partner/plan to partner with external consultants to audit their supply chain

Download the full research, Perfecting your Supply Path: The expansion of SPO in programmatic to find out more.