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.”
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