Building a smart supply strategy

Programmatic supply is complex

The open web used to be a simpler place—trust us, we were founders. With the expansion from network models to programmatic and the increase in digital channels available; the marketplace became larger and more convoluted. The rise of Connected TV caused even more fragmentation, specifically publisher fragmentation. With all of these changes, there became an ongoing need to standardize transparency. 

The push for transparency began with IAB Tech Lab releasing solutions like ads.txt and sellers.json to identify authorized sellers, followed by the release of content object metadata to improve transparency in the CTV space, and now, for audio. As the market evolves, they continue to roll out new features and streamline existing solutions.
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These standards unlock the ability to understand supply and gain insight into supply paths. But who has the time to dig into all that raw data? 

While some marketers have built supply optimization into their best practices, many in the ad industry are leaning on trusted vendors to help them navigate and understand their supply, but that also requires them to work through multiple platforms.‍

Understanding inventory through supply intelligence 

The basic understanding of supply is less debatable, such as a webpage’s contextual classification or an ad’s viewability. For example, it’s assumed that an ad that’s more visible above the fold is more effective than an ad placed below the fold.

But how do you decide what supply paths are better? Is there a difference in quality of a CTV ad slot? How can you determine if one bid request is more carbon-efficient than another? Is the viewer actually paying attention to your ad? And, of course, everyone’s favorite: Is this made-for-advertising (MFA)? Understanding these more complex questions requires interpreting raw data. 
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As a DSP, we don’t believe it’s our place to make supply buying decisions for marketers. No one knows what’s best for a brand more than the brand themselves. Instead, we want to empower them by giving them choice & control. We do this by collaborating with an innovative suite of supply intelligence vendors and integrating their data directly into Yahoo DSP—an industry-first solution.

So, what does supply intelligence mean to us? Simply put, it means leveraging advanced inventory insights to help marketers easily understand, optimize, and manage their media buys. Who provides these insights? Trusted vendors offering data-driven tools and expertise within the programmatic ecosystem.

“This collaboration underscores the importance of sustainability in programmatic advertising,” said Brenda Tuohig, Chief Commercial Officer at Scope3. “The Yahoo DSP integration with our carbon emissions data enables advertisers to efficiently align their campaigns with their environmental goals for improved media effectiveness"

How vendor insights can help inform media buying 

By integrating trusted vendor data directly into Yahoo DSP, we aim to give you more transparency to curate your media buying strategies, letting you decide.

But first, what is more important to you?

• Are you solely focused on performance, but would like better insights into your supply? 
• Is supply optimization important, but part of your KPI optimizations? 
• Is quality supply a key factor and major component of your media buying strategies?  

No matter your answer, we want to empower you through our DSP tools and reporting, helping you gain insight to optimize your supply paths, reduce carbon emissions if it’s part of your objectives, and make adjustments based on the quality of CTV inventory. 

“We’re excited to expand our integration with Yahoo DSP by bringing Peer39’s proprietary CTV Quality Score into the platform. This buy-side supply intelligence partnership is a continuation of our ethos of providing simplified access to data that can improve advertisers' understanding of their campaigns success.” Alec Greenberg, Vice President, Partnerships at Peer39

Stay tuned to learn more about how our partnerships and Yahoo DSP will give you the tools that you need to understand and curate your supply according to your needs.

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¹ ”Programmatic Transparency Benchmark: December 2024 Findings Update." ANA, 2024.