SPO如何改变程序化购买

在去年, we’ve seen an increased demand for transparency and efficiency across the programmatic landscape. One of the ways in which buyers have achieved this is by consolidating their supply partners, 与机构, brands and DSPs deciding which supply side partners they want to commit to working with more deeply and strategically.

These buyers are embracing Supply Path Optimisation (SPO) in order to achieve greater control and better outcomes when buying programmatic media. These days, SPO is a crucial and innovative component to any modern supply strategy.  

什么是SPO?
简单地说, the goal of SPO is for buyers to access the ad inventory that matters most to them – consolidating around the buying paths that are low cost, 直接透明. 

为什么SPO很重要? 
Programmatic supply dynamics have shifted dramatically over the span of a few years. 在程序化的早期, exchanges often had preferred or exclusive relationships with publishers. 通过交易所购买意味着可以获得独特的供应.

标头竞价改变了一切. While it greatly expanded buyer access to inventory it has also created an explosion in duplicative buying paths that often erode buying power. Now, most major exchanges offer a buyer access to essentially the same supply. Buyers who continue to select dozens of redundant exchanges aren’t adding unique inventory to their campaigns, 他们只是增加了购买路径的复杂性.

Today’s buyers are starting to look at exchanges more as partners. They are consolidating these supply partners and choosing those that give them the most direct, 透明的, 和有效的途径到出版商. 

This is where SPO offers critical help – enabling buyers to optimise both their buying paths and supply partnerships. SPO allows them to zero in on the most efficient buying paths and to fully leverage the 工具, 技术, 他们的主要交换伙伴的创新. 

All of this adds up to a way of working and an industry culture that’s very different from what it was a year ago. This digital decluttering has led to deeper relationships and more collaborative decision-making. 

如何处理SPO
SPO不一定是一个未解之谜. Success with SPO involves making important decisions such as which exchanges to keep and which to cut. 让SPO为您的业务服务, we recommend breaking it down into bite-sized pieces and tackling it in phases. This approach allows you to focus on the SPO decisions that really matter.

将SPO融入你的供应方式

• Buyers will assess their supply partners and prepare to consolidate their buying around a key set of exchanges. By crafting SPO criteria that represents what’s most important to their business, 买家可以以一种结构化的方式评估他们的交易伙伴.

• Buyers should also create a game plan to ensure that parts of their organisation such as traders, media strategists and investment teams fully adopt their refreshed supply plan. 在这一点上，他们准备进行第二步.

整合至主要交易所

• Buyers will incrementally consolidate buying onto their key exchanges: those who matter most to their business. 通过利用第一步中创建的SPO标准, 买家可以系统地做出这些整合决策, 通过尽职调查.

• 一路走来的每一步, buyers should validate delivery and performance goals until buying is fully migrated to their five key exchanges. Ensuring internal adoption of the new supply approach going forward will be critical before moving to the final step.

与密钥交换合作并优化

• 在整合了主要交易所的买盘之后, buyers will deepen partnerships and tackle deeper optimisations within each exchange for better marketing outcomes.

• A natural place for buyers to start is to leverage existing exchange products and services, 例如透明的日志报告, 媒体计划, 创新的PMP执行.

• More advanced optimisations for further performance lift will take the shape of deeper inventory curation and the launch of joint programs with your key exchange partners. 

If the idea of consolidating exchange partners seems counterintuitive, 这可能是过时的供应计划. SPO is a new and innovative alternative for buyers to access the inventory that matters most to their business. Buyers can flip the challenges posed by the new supply dynamics into opportunities for better marketing outcomes.

实现SPO是一种非常有益的面向业务的策略. 而SPO之旅涉及许多步骤, tackling it in phases and staying focused on the decisions that really matter are key to making SPO achievable. Embracing its nuances and investing in planning and consolidation will deepen relationships across the vendor landscape, ultimately helping buyers achieve stronger advertiser performance and better business outcomes.