In 2021, digital ad supply isn’t enough. Today, ad buyers want to know the provenance, the pathway and the performance of that inventory.
If those are the three Ps of the practice known as supply path optimization (SPO), then here is another framework.
In this video interview with Beet.TV, Ashwini Karandikar, EVP, Media, Technology, Data of the American Association of Advertising Agencies (4As), sets out what she calls a “clean supply framework”.
“Cleaning up suppliers is not just a function of adding a tag to your brand safety tag or what-have-you,” she says. “It takes all parties to participate to ensure that what you are curating is suitable and clean for your brand.
In fact, Karandikar sets out four “pillars”:
- “Technology vendors: working with partners that will help you figure out which kind of supplies is sort of for your brand and which is not”
- “Publishers: are finally the owners of the supply and ensuring that they are …