Relevant Digital's recent Demand Path Optimisation (DPO) Survey reveals crucial insights for publishers in programmatic advertising. It underscores the necessity for publishers to actively manage their ad inventory to improve engagement and outcomes. Unlike Supply Path Optimisation, which focuses on buyers, DPO emphasizes the sell side, pointing out that publishers should influence how inventory is organized to maintain transparency and signal quality. Some respondents favor selective filtering, but strategic execution is essential. Notably, managing floor prices and ensuring accurate identifiers in bid requests remain vital for optimizing monetisation.
DPO isn't a universal fix, but it highlights key areas where publishers can improve outcomes, focusing on signal quality, transparency, and collaboration with SSPs.
SSPs increasingly expect publishers to actively manage how their inventory is structured, filtered, and available to demand for greater efficiency.
#demand-path-optimisation #supply-side-platforms #programmatic-advertising #inventory-management #digital-marketing
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