Q&A: How Jounce Media and Teads are framing SPO’s role in driving sustainability

January 31, 2023

By Teads

As supply chain concerns abound, marketers are increasingly focusing on the main motivators that drive efficiency in their operations, including financial considerations, supply chain transparency and, most recently, environmental concerns.

Sustainability has not always been at the forefront of the digital video buying process for the ad industry, but brands like Teads are taking steps to eliminate environmentally wasteful processes, all while showing that efficiency, financial and sustainability goals can be achieved in tandem.

In a custom analysis for Teads, Jounce Media showed that among the 10 largest omnichannel SSP exchanges, Teads ranked in the top spot for supply path optimization (SPO) among web video supply chains — offering 80% directness to DSPs and 100% transparency of its bidstream.

In this Q&A, adapted from an extended conversation via the Custom in-house agency at Digiday, Chris Kane, founder and president of Jounce Media and Teads co-CEO Jeremy Arditi, discuss Jounce’s findings and how SPO can be utilized to drive business and sustainability outcomes.

Can you tell us a little about the methodology behind this custom research?

Chris Kane: At Jounce, we put math around the movement of money from DSPs to publishers. As part of that, we operate data systems that integrate data from public sources like ads.txt and sellers.json with data from private sources like DSP delivery reports. This allows us to quantify how much money flows through the supply chains that connect DSPs and publishers across a million websites, half a million mobile apps and 50,000 CTV apps.

Some supply chains are direct, while others are less so, and we can identify which is which. What we’ve done for this particular research is isolate web video inventory and benchmark how much of the bidstream — powered by Teads and other companies selling web inventory — meets our proprietary standards for directness.

What are the core benefits of SPO for publishers?

Jeremy Arditi: One of the main and obvious benefits of SPO for publishers is financial efficiency. For publishers, this should mean higher yields, whether that’s through improved CPM or higher volumes. We are also seeing certain holding companies and agencies looking to concentrate more of their client dollars into more direct supply paths, which should translate to better unit economics and larger volume for publishers in the medium term. But there are other lesser-known benefits as well.

The control over the publisher’s general B2B positioning in the marketplace is one such benefit. If they are working with 150 different platforms that are all allowed to access their inventory, that means that the sales narrative of that publisher is being told in 150 ways. For long-standing, established publishers, a more direct supply chain can give them increased control over how their story is told.

Chris Kane: For example, over the summer, there were concerns that some publishers were unable to distinguish between in-stream video and out-stream video in their own inventories. Well, if a publisher operates its auctions through a direct supply chain, it’s pretty easy to …read more

Source:: Digiday

      

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