IAS Launches Supply Path Optimisation Strategy Report
Integral Ad Science (IAS) has released its latest report, “Constructing your Quality Path.”
The report looks into how marketers use supply path optimisation (SPO) in their strategies and how they expect media quality to impact the future of SPO, making quality path optimization (QPO) even more important.
“Advertisers are pushing for greater transparency into their programmatic buys and want to ensure that they are getting quality inventory from their ad spend,” said Yannis Dosios, chief commercial officer, IAS.
“Widening access to programmatic has caused the same ad inventory to be offered through multiple paths, resulting in increased complexity for advertisers. This is where QPO comes in.”
The report revealed a range of findings, including that 93 per cent of media experts believe quality spend by supply-side platform (SSP) is important for evaluating supply path performance. Meanwhile, 91 per cent of media experts believe qCPM is important for evaluating supply path performance.
Just over half of media experts think it’s important to know how much ad spend is devoted to low-quality media.
69 per cent of media experts consider quality spend when making path optimization decisions, while 53 per cent of media experts think adding media quality to cost metrics tells a more comprehensible story.
53 per cent of media experts would benefit from third-party platforms centralising DSP data sharing. 52 per cent of media experts would benefit from more guidance for how to interpret performance metrics and, finally, 49 per cent of media experts would benefit from more automation for using insights through pre-bid segments/optimisation.
You can read more of the report’s insights here.
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