B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Federal Election
  • Pinterest
  • AFL
  • WPP
  • AI
  • NRL
  • Anthony Albanese
  • EssenceMediaCom
  • Thinkerbell
  • News Corp
  • Channel 10
  • Spotlight on Sponsors
  • State of Origin
  • Cairns Hatchlings
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: Leading Through Change: Why Publicis Media Has Changed How It Works With SSPs
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Partner Content > Leading Through Change: Why Publicis Media Has Changed How It Works With SSPs
Partner Content

Leading Through Change: Why Publicis Media Has Changed How It Works With SSPs

Staff Writers
Published on: 19th October 2020 at 10:08 AM
Edited by Staff Writers
Share
3 Min Read
SHARE

With the COVID-19 pandemic creating a sense of uncertainty across the media landscape, Publicis Media has strengthened its relationships with supply-side platforms (SSPs) to navigate these challenges.

That’s according to Publicis Media commercial director Jodi Fraser.

Speaking as part of PubMatic’s Leading Through Change series, Fraser explained how the COVID-19 pandemic has changed Publicis’s relationship with SSPs.

“We’ve had to rely on our SSP partners like we haven’t before,” she said.

“And they’ve also given us better insight into which DSPs we can use those insights in, and really more information around auction dynamics, and pricing, which has allowed us to have more control.

“When I’m talking about insights it’s into inventory, which has been really volatile during the pandemic, in terms of what’s available, and CPMs in general.”

This increased focus on insights has not been limited to Publicis Media’s work with SSPs.

Fraser explained that with this shift in mindset is ultimately about helping clients succeed.

“By navigating through these changes, we really learnt that insight is everything,” she said.

These insights are now incorporated into all of Publicis Media’s decision making.

“This helps us decide what the best tech partner is, where the best supply is coming from, and ultimately means that we’re doing the best job for our clients,” added Fraser.

Big changes ahead

When it comes to selecting the right SSP, digital advertisers often talk about Supply Path Optimisation (SPO).

SPO is all about helping buyers make sure they are getting the best value for their ad spend.

Fraser believes SPO will continue to evolve as a result of the pandemic, with buyers and SSPs converging closer together.

“The future for supply path optimisation (SPO) is really going to be about bringing buyers and SSPs closer together,” she said.

“It’s a trend that we’ve seen over the last couple of years. But since the pandemic, we’ve really had to rely on SSPs to give us the kind of information we need to ensure that we’re making the best decisions for our clients.

“We think that you’re gonna see a trend in the future to work with DSPs who can offer that kind of granular insight.

“Working closer and closer with our SSP partners is what is going to help us be able to deliver that.”

 

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

Share

Latest News

TV Ratings (12/6/2025): 1.4 Million People Viewed The Western Bulldogs Kicking Its Way Into The Top Eight
13/06/2025
WARC Downgrades Global Ad Spend Forecast Amid “Trade Tensions” & Uncertain Tech Market
13/06/2025
Marketers Call For Measurement ‘Parity’ In Video, But One Buyer Warns ‘Be Careful What You Wish For’
13/06/2025
Meta Cracks Down On Nudify Apps & Sues Hong Kong Developer Behind CrushAI
13/06/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?