With a cookieless market on the horizon, governmental regulation, and undulating levels of fragmentation and consolidation, 2022 represents a turning point in the digital ad sphere, and many advertisers are doing their best to keep up.
PubMatic is tracking these changes, and the solutions, in its new online video series, “The Future Of Digital Advertising, Built For You”, featuring some of the industry’s biggest programmatic superstars.
Partnership associate director at Matterkind, Olivia Henley, is one of the more forward-thinking figures in this industry, having embraced PubMatic’s range of products and solutions in order to thrive in the new environment.
With so many changes around the bend, Henley says a renewed focus on SPO (supply path optimisation), particularly SPO transparency will have the most impact on the marketing-comms industry this year. But it’s not all numbers and clockwork. Henley says social movements in the sector will also bring about positive change.
“I’m excited for the attention the industry is bringing towards sustainability, inclusion, and diversity, not just from a content perspective, but also from our partner’s core values,” she says.
Henley says Matterkind is also adopting a positive leadership role in the SPO space by auditing the SSP’s in the local market to work with “the ones that are most transparent”. This is so Matterkind can also be auditable.
“PubMatic is one of our SPO partners, and beyond the great relationship we’ve created over the past years, I’m really excited for what we’re doing in this space together,” says Henley.
Through Matterkind’s SPO initiative – which sees them creating bespoke SPO features to add value to their partnerships – Henley says PubMatic has also been helping the company promote full transparency, as well as offering value to its clients.
“This has brought great results into 2021, and now into 2022,” she says.
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