supply path optimization

PubMatic has its supply-path optimization initiative, its strategy to introduce direct deals for CTV and online video, to thank for its quarterly revenue growth.

The IAB projects digital video ad spend will rise to $63 billion in 2024, representing a 16% increase from last year. Of the three video ad categories the report breaks out (social and online video and CTV), the clear winner is social video.

In recent years, Vizio has undergone a metamorphosis, transitioning from a hardware company to primarily a connected TV ad platform. Now, its biggest growth opportunities lie in programmatic ad sales and home screen monetization to sell more supply.

TV inventory shrinks as supply paths proliferate. To help organize the chaos, video ad server Innovid launched a new SPO product called Harmony Direct to give media buyers the shortest path possible to CTV ad supply.

On Thursday, TEGNA-owned CTV ad platform Premion announced the acquisition of Octillion Media, a DSP launched in 2019 to serve local CTV ad buyers. Premion declined to disclose the terms of the deal.

Since advertisers now treat connected TV more like a digital performance channel, expect programmatic CTV demand to keep ramping up – including in the open exchange.

In 2023, supply-path optimization took off, brands took their scalpels to made-for-advertising websites and DSPs and SSPs launched SPO products to cut down on hops. Plus: lessons from the year in data privacy.

Three themes dominated our coverage this year: consolidation, transparency and measurement.

Broadcasters and brands love the idea of applying digital targeting to CTV ad campaigns. But there are still roadblocks stopping CTV advertisers from fully embracing programmatic, including price and transparency (or the lack thereof).

Healthy habits are hard to form and even harder to maintain, especially after a lifetime of neglecting the advice of doctors to eat better and exercise more.