PubMatic’s total Q3 revenue grew 11% to $64.5 million despite an industry-wide downturn, but the company doesn’t have high hopes for the rest of the year. It expects that ad spend will continue to trend down in Q4. But although spending is decelerating due to recession fears, PubMatic is planning to capitalize on the eventual rebound by focusing on video, retail media and particularly CTV, which continues to grow.
Supply-path optimization remains a hot industry topic. Increasingly, advertisers and publishers see the value in SPO to get closer to one another’s audiences. But identity is stoking the fire on the convergence of programmatic supply and demand, writes Lauren Fisher, GM of business intelligence at Advertiser Perceptions.
You can’t have supply path optimization (SPO) without supply chain transparency. The ads.txt version 1.1 update released in April added OWNERDOMAIN and MANAGERDOMAIN variables that allow publishers to label a site’s parent company and the intermediary that is selling a site’s ad inventory. The IAB Tech Lab’s Jill Wittkopp spoke to AdExchanger about how these supply chain transparency tools relate to the industry’s pursuit of SPO.
As technology and industry self-regulation converge to make supply and demand path optimization more seamless and efficient, we need a better name to describe optimization across the advertising ecosystem, writes Stephen Johnston, CTO of PubWise. “I’d like to submit for your consideration a new term: advertising logistics.”
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. All Systems Ro’ Roku insiders are abuzz about a potential acquisition by Netflix, Insider reports. There’s no firm reporting of a deal, or even of negotiations. But two employees say Roku abruptly closed the trading window to sell vested stock. That kind of trading […]
It’s chilly out there, but PubMatic had a decent quarter. Organic revenue for Q1 totaled $54.6 million, up 25% year-over-year, representing PubMatic’s seventh consecutive quarter of 20% revenue growth or more. PubMatic’s stock was up a smidge, about .5%, in after-hours trading.
The complexity and lack of transparency in the programmatic ad buying ecosystem makes it hard to understand who you’re buying from and how big of a bite they’re taking out of a buyer’s ad spend. Hence the need for supply path optimization (SPO). Simply put, SPO is about buyers identifying the most efficient connections and using them to transact with sellers. The goal is to stop buying through inefficient or expensive paths to supply.
A weekly comic strip from AdExchanger that highlights the digital advertising ecosystem…
The Trade Desk recently made waves with the rollout of OpenPath, its direct-to-publisher offering, and its plan to turn off Google Open Bidding, a one-two punch in supply path optimization (SPO). Both of these SPO moves could reshuffle the ad buying ecosystem, making publishers less reliant on SSPs and cutting off a revenue source for Google’s Open Bidding.
The Trade Desk’s OpenPath demonstrates supply path optimization (SPO) is moving from concept to reality. But what does it practically mean for publishers or yield teams tasked with driving business KPIs? The question is to whom SPO is important, writes Emry DowningHall, SVP of programmatic revenue and strategy at Unwind Media.
