How VaynerMedia is optimizing its supply path optimization practices

"You're trying to stack up your source of truths, and you're trying to aggregate as much data as possible. When you're looking at [SPO] 3.0 that wasn't really there from 1.0 is really hammering and working closely with your SSPs and understanding what report can you provide us.... We have to make sure that what we're getting out of [SSPs] from an inventory and a performance and a data perspective is up to code," said Anthony Scarola, vp of media and programmatic lead at VaynerMedia, during the Digiday Programmatic Marketing Summit in Nashville, Tenn., on Dec. 3.

"To that end, next year VaynerMedia plans to step up its relationships with SSPs. Scarola is looking to better understand how the SSPs are curating inventory as well as what the conversations are that SSPs are having with publishers regarding curation, which has become a hot topic in the programmatic marketplace this year."

"If the first era of SPO saw advertisers looking at their internal data to get their programmatic houses in order, then its second phase expanded that data to include information from the demand-side platforms they use to automate their ad buys. And the next evolution of SPO - SPO 3.0, if you will - seems dependent on advertisers and agencies having more direct relationships with the supply-side platforms that publishers use to sell their ad slots."

Read at Digiday