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.”
Please login with linkedin to comment
What do you do if you’re stuck in lockdown? Stare at incredibly fit people doing impossible athletic feats and critique their every move from the comfort of your couch and Oodie, obviously. After the opening ceremony snagged over two million viewers, Olympic watching habits showed no sign of stopping. Seven broadcast the gymnastics, basketball, canoe […]
Australian Pay On Demand fintech Beforepay has launched its first-ever brand campaign: ‘Your pay at your command’. “Beforepay exists to meet a gap in the market where Australians are seeking flexibility and control to access the pay they’ve earned on their terms. As pioneers of the Pay On Demand category, it’s important that we set […]
Didn’t land your first serve? Avoid the embarrassment of a double fault and take another swing at getting your entry in for this year’s B&T Awards. We know many of you would relish the opportunity to take on the industry’s top seeds, so keep the rally going and you could soon be proudly raising a […]
Global advertising expenditure will grow 11.2 per cent in 2021, driven by exceptional demand for performance-led ecommerce advertising and brand advertising on online video, according to Zenith’s latest Advertising Expenditure Forecasts report. Advertising expenditure will total US$669 billion this year, US$40 billion more than was spent before the pandemic in 2019. Growth in advertising expenditure […]
Credlin, The Bolt Report, Alan Jones and more will begin officially airing on TV in regional Australia. After announcing its intentio to launch a 24 hour regional news channel earlier this year, Sky News Regional will officially launch on August 1st in parts of NSW, Victoria, Queensland and SA. According to Sky News, the channel will […]
Following a range of new business wins, Cummins&Partners Sydney is investing in growing their team across a range of disciplines. Recent client appointments include Singapore Airlines-backed experiences platform Pelago, Indeed, F45 Group’s newest brands FS8 and Hamptons Life, and South African Tourism among others. Top L -R : Meredith Ansoul and Matty Graham. Bottom L-R: […]
Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, helping people discover things they may like, announced today that it has entered into a definitive purchase agreement to acquire Connexity from Symphony Technology Group for approximately $US800 million. Connexity is one of the largest independent e-commerce media platforms in the open web, serving over 1,600 direct merchants, and 6,000 publishers.
As event planners continue to pivot towards digital, the industry has seen the incredible audience reaching capabilities of online events. Providing dynamic, personalised events without the constraints of venue limits has allowed organisers to create new digitl experiences and engagement, aided by new tech. Now, companies are rethinking how to bring in-person event back – […]
The latest findings from The Benchmark and Payback Series show advertising in news is more effective than advertising on social media platforms. When it comes to increasing brand and sales impact, ads placed in news consistently outperform both Facebook and YouTube. The findings come from The Benchmark Series, the largest cross-media advertising effectiveness study ever […]
ContentGrow has released a new study titled The State of APAC’s Freelance Writer Economy 2021. The tech company surveyed 1,200 freelance writers and journalists across seven key markets on the bloc: Singapore, Indonesia, Philippines, Hong Kong, China, India, and Australia. The report includes actionable intel on things like rates, languages, and popular niches for content […]
Twitter has just experienced its fastest growth in revenue since 2014, with the social media platform benefiting from increased interest from advertisers. Revenue was up 74 per cent YoY, according to the company’s Q2 results, reaching $US1.19 billion ($1.6 billion) from $US683.4 million ($925 million) 12 months ago. The strong results came in the same […]
Wild Turkey has announced the launch of its new global creative campaign and platform, ‘Trust Your Spirit’, featuring the brand’s creative director and spokesperson, Matthew McConaughey. The global campaign and platform ‘Trust Your Spirit’ is to encourage people to be bold, unapologetically themselves, and stay true to who they are. The global tagline and ethos […]
Telecommunications company Optus has announced it will launch the world’s first TikTok sign-language activated filter. Featuring Optus ambassador Ian Thorpe, Optus will unveil a branded effect that shows TikTok users how to say key phrases in Auslan sign language, including ‘How are you?’ and ‘It starts with Yes’, through the hashtag challenge #SignYes. Optus will […]
Podsights has revealed new insights into the effectiveness of advertising in podcasts, tracking global and Australian podcast advertising trends. This is the first Australian report to be published since ARN partnered with Podsights to set the standard for best-in-class podcast advertising measurement. The report includes additional analysis and follows a series of Measurement Masterclasses held for […]
NGEN’s 2021 charity cup has raised over $175,000 for UnLtd charity partner Gotcha4Life. Gotcha4Life is a not-for-profit foundation raising awareness and funding to provide educational workshops and innovative programs that build mental fitness in individuals and communities. While Sydney and Brisbane completed the Charity Cup in June, before Covid restrictions hit, the final leg in […]