SAN JUAN, PR — In the new discipline of “supply path optimization” (SPO), more ad buyers are looking to consolidate the number of platforms they go through.
That’s an aim Mike Evans can get behind.
In this video interview with Beet.TV, Evans, SVP, Demand Facilitation, Magnite, explains why he thinks consolidation could improve the marketplace.
Evolution of supply
Evans says demand-side platforms (DSPs) used to be plugged into many more ad exchanges, and had primacy over supply-side platforms (SSPs).
“Those DSPs specifically were the point of contact in order to access supply,” he says.
“Connected TV a few years back really changed that perspective and what it’s led to, ultimately, is a lot more connectivity and collaboration with the agencies around planning. There’s a lot of paths to supply. There’s not a need to work with so many exchanges.
“A lot of agencies, what they’re doing is taking a look at, ‘how do we consolidate this down and how do we use technology and tools to ultimately get better access in into supply?'”
Agency desire
One such agency group is GroupM.
In February 2022, it leaned on ad-tech suppliers PubMatic and Magnite to build GroupM Premium Marketplace, a platform that aims to holistically list all kinds of TV, video and other ad inventory opportunities.
The goal was to make buying across the swathe of modern video, TV and CTV sources simpler.
“We work very, very closely with that team to get access into supply. And we’ve seen some wonderful results on how they’re working with our technology,” says Magnite’s Evans.
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Sustainable sources
For Evans, it’s all about how supply path optimization can increase the sustainability of the buying process.
He is calling on DSPs to limit the number of SSPs they work with, something would could rationalize the number of publishers available to buy and make the jobs of planners and buyers easier.
“There should only be a handful, ultimately, of SSPs that DSPs are working with,” he says.
“If we consolidate down the overarching SSPs that are being accessed through DSPs, I think that is a step that can easily be taken tomorrow to ultimately impact what’s happening.
Magnetic attraction
Magnite is a technology company that provides a range of solutions to help digital publishers and advertisers buy and sell advertising space. The company, which is headquartered in Los Angeles, California, was formed in April 2020 when Rubicon Project and Telaria merged.
Magnite offers a demand-side platform (DSP), which allows advertisers to manage their programmatic advertising campaigns across multiple channels, including display, mobile, video, and connected TV.
On the supply side, Magnite also offers a sell-side platform (SSP) that helps publishers monetize their digital inventory.
You’re watching coverage of Beet Retreat San Juan 2023, presented by LiveRamp, Madhive, Magnite, Paramount, T-Mobile Advertising Solutions and VideoAmp. For more videos from the Beet Retreat, please visit this page.
