What Exactly Happens During a Supply Chain Optimization Audit?

IPG's Kinesso spent months putting SSPs through the wringer

Supply-path optimization, or SPO, is not a new concept.

SPO audits typically come in the guise of spreadsheets that are hundreds of cells long with requests for information (RFI) becoming increasingly familiar to ad-tech suppliers—especially as times become leaner.

While the consequences of the coronavirus pandemic have put a squeeze on ad spend and forced the industry to tighten its collective wallet, brands and agencies have been scrutinizing their programmatic supply paths since at least 2018 as part of an effort to track every dollar they spend and better understand where their digital ads run.

Teri Gallo, evp and general manager of marketplace at Kinesso, the marketing intelligence arm of IPG, said the goal of reviewing SSPs is to provide internal teams, clients and potential clients with a comprehensive, full view of the supply chain.

“Through

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