SPO: A Buyer's Perspective

Evolving supply dynamics are necessitating a shift in the advertiser approach, with a focus on optimising buying paths and consolidating partners. Check out our new research with Advertiser Perceptions about how advertisers in the US, UK, and Australia are thinking about and using SPO

Understanding what’s important to buyers now and in the future 

Changes in supply dynamics are forcing advertisers to think differently about supply paths and consolidate partners, giving them greater control and driving better results. Magnite worked with Advertiser Perceptions to understand how advertisers across the US, UK, and Australia are thinking about and using SPO.

• Transparency Is Key
• Advertisers are prioritising brand-safe environments, media efficiencies, and a reduction in fraud when purchasing media through SPO.
• Positive Impact
• 71% of advertisers say reducing the number of intermediaries and streamlining access to publishers’ inventory has improved advertising.

SPO Contributes toward sustainability goals

Companies are holding themselves accountable by having carbon emissions and other sustainability-related goals in place, with specific goals for marketing departments.

Download the full report here.