The evolution of SSPs, in an age of streaming, with Emma Newman, CRO, EMEA PubMatic.
Aug 27, 2024
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Emma Newman, Chief Revenue Officer for EMEA at PubMatic, shares her insights on the transformation of SSPs in today's streaming landscape. She discusses how CTV is catalyzing increased supply path optimization, bringing growth and sustainability to the ad tech space. Newman highlights PubMatic's dual service approach for buyers and sellers and the vital role of programmatic advertising. The conversation also touches on the merging worlds of retail media and CTV, emphasizing transparency and meaningful partnerships.
The evolution of SSPs amid the streaming era highlights the need for greater efficiency and adaptability in advertising strategies.
Programmatic advertising is reshaping CTV by facilitating smoother access for advertisers while promoting sustainability and transparency in inventory management.
Supply path optimization is crucial for enhancing performance and reducing complexity, thereby enabling better collaboration between buyers and supply partners.
Deep dives
The Growing Role of Programmatic in TV
Programmatic advertising is increasingly seen as a vital component in the evolution of television broadcasting and streaming services. Various types of TV businesses are adopting programmatic strategies at different speeds, reflecting their unique goals and challenges. This shift signifies a broader industry recognition that the efficiencies and data-driven benefits associated with programmatic can enhance both buying and selling processes in advertising. As these businesses consider how programmatic fits into their future, conversations surrounding its potential are becoming commonplace across the sector.
The Unique Context of CTV Advertising
Addressable TV and Connected TV (CTV) present distinct challenges and opportunities for advertisers compared to more traditional forms of television. Historically, accessing inventory in CTV was fraught with barriers, especially for small and medium-sized businesses eager to advertise on major television platforms. Recent developments are enabling a smoother entry into CTV advertising for a wider range of advertisers. The migration of budgets from traditional upfronts to programmatic strategies represents a fundamental shift in how TV inventory is utilized, extending the reach to performance-based advertisers.
Supply Path Optimization (SPO) and Its Importance
Supply path optimization is becoming a crucial strategy for both advertisers and publishers, promoting efficiency and transparency in the programmatic ecosystem. As buyers seek more direct and manageable paths to inventory, SPO helps reduce complexity, leading to better ad performance and lower environmental impact due to minimized data processing. This optimization not only involves closer collaboration with supply partners but also gives buyers greater control and visibility over their campaigns. The focus on sustainability further underscores the need for efficient practices in the evolving landscape of digital advertising.
Navigating the Complexity of the Advertising Ecosystem
The contemporary advertising environment is characterized by its complexity, requiring agencies and brands to adapt to various trading models that accommodate both traditional and digital platforms. It's essential for publishers and their partners to foster open communication regarding programmatic strategies to align expectations and maximize performance. Despite the rapid pace of change, understanding the intricacies of how advertising is planned and bought will be key for all stakeholders in this ecosystem. As agencies streamline their operations to include diverse video content from across the spectrum, the focus on integrated planning will likely grow.
The Future of Identity in CTV Advertising
Identity management in CTV advertising is gaining importance amidst the complexities of a cookie-less environment, compelling stakeholders to seek effective solutions for audience targeting and measurement. As CTV becomes more prevalent, advertisers are recognizing the need for robust identity solutions that enhance user experience while respecting privacy regulations. The application of identifiers, such as IP addresses, aids in content personalization and more efficient ad deployment without compromising consumer trust. Adapting to this changing landscape will challenge the industry to balance innovative targeting with sustainable practices as digital norms evolve.
