Media & Content Management
Easily manage and organize your video library with a scalable solution built for streamlined control and delivery.
The programmatic landscape is often seen as complicated and lacking transparency. This complexity, coupled with the rise of numerous vendors touting various specialities, has resulted in the need for a more efficient media sales process for publishers. Enter Demand Path Optimization (DPO).
In plain terms, DPO streamlines the way buyers connect with premium inventory through a more transparent bidding process, while also providing advertisers with the highest ROI.
How does DPO work?
While Supply Path Optimization (SPO) helps ad buyers identify the most efficient partnerships, DPO helps publishers maximize their revenue by ensuring demand is routed through the most direct path to them. DPO provides visibility into the bidding path so publishers can better understand and optimize how their inventory is being purchased.
The supply path diagram below showcases the value a more direct path brings. With every added hop, an intermediary takes a fee and the publisher’s net revenue decreases.
Having a strong DPO strategy in place will generate more revenue dollars for publishers by:
-
Making inventory more desirable to buyers who want the most direct path to premium inventory and will spend more with partners who they know deliver this
-
Removing extra hops and ad tech fees that deplete CPMs, throttle bid quantity, and add extra layers of filtering
Who are the key players and where do the fees come from?
One of the main reasons for the highly complicated nature of programmatic advertising is the number of players involved. Within the supply chain there are advertisers, agencies, DSPs, SSPs, resellers, ad exchanges, networks, DMPs, publishers, and more. It’s critical to understand how each player works with one another in order to ensure you have full transparency.
Given there are many intermediaries involved in the media buying process, it’s important to understand where fees are applied and uncover any hidden ones. Some fees provide a fair value exchange for services or technology, while others don’t or worse yet, are hidden entirely. It’s important to have visibility into all fees to assess what’s worth keeping.
For publishers looking to better monetize their content, having a DPO strategy in place will ensure you’re working with the right partners who bring the most value. It’s important to remember that your DPO strategy should be fluid and evolve as the media landscape continues to change.
