Benefits of Implementing Supply Path Optimization According to US Media Professionals, Oct 2019 (% of respondents)
Agencies, brands and DSPs were asked the top 3 benefits they have seen from implementing SPO. Leading responses include reduced fraud and brand safety issues, improved KPIs, improved buying power and transparency into SSP fees.
Data was provided to eMarketer by Pubmatic.
Data is from the November 2019 Pubmatic and Digiday report titled "The State Of Supply Path Optimization: Progress And Impact In The US." Over 150 US media professionals were surveyed during September-October 2019. Respondents worked at agencies (45%), brand/advertisers (45%) and demand-side platforms (10%) with a seniority level of C-suite (11%), director (32%), manager (32%), president/VP (17%) or other (8%). PubMatic is a digital programmatic ad technology platform.