Integral Ad Science (Nasdaq: IAS), a global leader in digital media quality, today released its latest study, Your Supply Path: The Expansion of SPO in Programmatic. It addresses the main challenges and opportunities for brands in an environment marked, on the one hand, by the increase in investment in programmatic advertising.
And on the other, because of the way in which agencies and advertisers are focusing on optimization in the purchase process. Supply path optimization (SPO), through which ad space buyers gauge the effectiveness of their supply-side vendors and identify opportunities for greater transparency and innovation in digital media buying.
The Study Highlights Three High-Impact Trends for The Industry:
More than one in two advertisers (52%) say that more than half of their advertising. Budget is spent on programmatic buying. While for 80% of them this expense represents a third or more. When it comes to programmatic buying formats, video ads are the most german email address de used, especially on mobile and social channels. In the latter they represent 71%, followed by mobile web video (61%) and mobile app video (60%). On the other hand, emerging CTV and digital audio channels have room for growth in video ads, currently recording 38% and 37% respectively.
The Benefit of The Campaigns
The study notes that programmatic continues to lead media buying. Thus, for 54% of advertisers, its use is based on fact. That allows them to maximize the scope and scale of their digital campaigns. However, advertisers generally say that the main problem with programmatic buying is lack of transparency (42%). Although in some specific cases brands and agencies disagree. Thus, almost 1.5 times more agency experts express concern about the increase in advertising fraud. A fact that is motivating many marketing professionals to implement strategies to optimize the purchase flow of their campaigns.
Checkout flow optimization (SPO) strategies are on the rise, although brands and agencies do not agree on who is responsible. 60% of digital advertising buyers are already implementing SPO strategies to maximize the efficiency of their campaigns. And as these strategies grow, 95% of shoppers plan to double down on checkout. Optimization efforts by implementing verification technology from third-party vendors. Thus, 48% currently use or plan to implement verification technology from third-party providers. Which to control and optimize their campaigns, so that they are more profitable and produced in high-quality media.