Emily QuenzelDecember 8, 20222 min read

The Top Five Questions Publishers Should Ask Their Demand Partners

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Demand path optimization (DPO) is a crucial step in publishers maximizing their revenue, as discussed in our Guide to Demand Path Optimization for Publishers.

Part of establishing a strong DPO strategy is asking your partners the right questions, digging deeper into the supply chain relationships and seeing where the buck stops. With a growing number of vendors all promising the most effective solutions, it’s important to cut through the noise and evaluate which partners bring the most value.

To help publishers improve their DPO strategy, we’ve identified a few critical questions to ask your demand partners:

1. Do you have direct integrations with DSPs? If so, which ones? Are these actual integrations or through bid syndicators?

DSPs are selective in which partners they directly integrate with. Many vendors have to access DSPs through SSPs or bid syndicators which adds additional fees.

As a trusted partner, Connatix is directly integrated with the top DSPs including The Trade Desk and (most recently) Google's Display & Video 360.

2. What SSPs are you integrated with?

If the vendor doesn’t have any direct DSP integrations, knowing which SSPs they’re integrated with helps ensure you can access preferred DSPs through their connections.

3. How many hops does an ad have to go through before hitting my page if running through (insert preferred DSP here)? And what are the combined fees?

If you work with a specific DSP to run direct-sold deals, ask the vendor how many supply hops the deal will have to run through before hitting your page. If your vendor isn’t directly integrated with your preferred DSP you will see a diluted publisher payout.

4. Does any of your traffic get throttled due to your current supply chain setup?

Most intermediaries, like SSPs, throttle the amount of bid requests a vendor is allowed to push through each day which can impact publisher revenue. Make sure you understand the throttling agreements between your vendor and their intermediaries.

5. What other solutions do you offer aside from revenue tools?

It’s important to look for partners who deliver value across a variety of business needs - from editorial tools, to operational efficiencies, analytics, and more.

Choosing the right tech provider is critical to setting a successful programmatic strategy. Asking questions and uncovering the true value a potential demand partner brings is the first step in that process. Publishers who do can make informed decisions and will see positive revenue impacts.

Emily Quenzel

Emily Quenzel serves as Associate Director of Product Marketing at Connatix, bringing a diverse background in product marketing, graphic design, and marketing coordination. She holds a Bachelor's Degree in Strategic Design and Management from Parsons School of Design - The New School.