Supply Path Optimization (SPO) targeting
Overview
Supply Path Optimization (SPO) is a set of methods that help programmatic media buyers decide which ad tech platforms to use when buying ad space.
In Equativ, SPO targeting lets buyers focus on ad inventory that comes through the most transparent paths between publishers and advertisers, giving them better control over the supply chains involved in delivering ads so they can avoid unnecessary hops and inefficiencies.
This is made possible through an integration with Jounce Media, which uses research and supply chain data to help buyers and sellers identify and avoid inefficient auctions.
The following options are available for SPO targeting:
- Premium: represents the very best of the open internet, that is, maximally direct paths to inventory that has a proven ability to drive business outcomes for marketers. Most premium supply is controlled by publishers, but some intermediaries have exclusive sales rights for premium ad placements.
- Rebroadcasting: targets supply chains that introduce intermediaries for increased scale.
- Cheap reach: targets placements outside primary content.
Made-for-advertising (MFA) inventory that uses direct supply paths but delivers poor or user-hostile ad experiences is excluded by default.
For more information about SPO targeting, see Jounce’s guide to Supply Path Optimization.
Access
To access SPO targeting, select Media Planning from the navigation menu. The SPO targeting options will appear in the Supply Chain Optimization and Sustainability section of the Targeting panel. You can also access SPO targeting directly from the line item page. For more information, see Create line item: targeting.
Configure SPO targeting
To configure SPO targeting, follow these steps:
- In the Targeting section, expand the Supply Chain Optimization and Sustainability tab.
- Select one of the following options:
- To target premium supply chains that deliver inventory proven to drive purchases, select the checkbox next to Premium.
- To target supply chains that introduce intermediaries, select the checkbox next to Rebroadcasting.
- To target low-visibility placements outside primary content, select the checkbox next to Cheap Reach.
The inventory insights are recalculated in real time, displaying the available volume for the selected SPO targeting options. For more information, see Get inventory insights.