PubMatic’s Sean Burke Discusses Supply Path Optimization and How To Partner With SSPs

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hparker

DATE

June 23, 2021

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We welcome Sean Burke, Senior Director of Advertiser Solutions at PubMatic into the Sensei’s Corner. The PubMatic platform empowers independent app developers and publishers to control and maximize their digital advertising businesses and enables advertisers to drive ROI by reaching and engaging their target audiences in brand-safe, premium environments across ad formats and devices. Since 2006, PubMatic has created an efficient, global infrastructure and remains at the forefront of programmatic innovation. In this episode we are discussing supply path optimization, industry updates, the importance of bid shading, log level data, and more. In this episode we are discussing supply path optimization, industry updates, the importance of bid shading, log level data, and more.

This week we are referencing:

Connect with:

Sean Burke: LinkedIn

Programmatic Digest Podcast: Contact | Shownote | Website
Helene Parker: Website | LinkedIn | Twitter | Instagram

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Article #1 – As agencies go directly to SSPs, they are trimming the number they use

“This is the latest iteration of supply-path optimization whereby agencies have gone beyond simply finding the best way to obtain the impressions they want. Agencies are now starting to limit the number of resold, pricey impressions they buy in favor of finding lower-fee, direct routes to those same impressions.”

Article #2 – Goodway Group Delivers Strategic Optimization with Log Level Data from PubMatic

PubMatic, Inc., a sell-side platform that delivers superior outcomes for digital advertising, announced that Goodway Group, the digital partner that advertisers trust to deliver campaign performance and media efficiency, has successfully leveraged PubMatic’s log level data toolset to increase spend efficiency for one of their top advertisers.”

Article #3 – Learn How PubMatic is Selected by GroupM as a Global Preferred SSP Partner

“With a shared vision for transparency and innovation in digital advertising, the alliance brings benefits to both advertisers and publishers. GroupM will gain programmatic advantages, given more efficient access to globally scaled, brand-safe inventory across OTT/CTV, mobile app, mobile web, and desktop environments for video and display advertising. At the same time, PubMatic’s publisher partners will gain access to unique, quality ad spend at scale from GroupM’s broad portfolio of global advertisers.”

Article #4 – BT and Essence Increase Transparency of Programmatic Media by Adopting PubMatic’s Buyer-Controlled Fee Structure

PubMatic’s transparent fixed-fee commercial model delivered 7% increase in win rate and a 5% increase in bid rate for BT, exemplifying the value of a consistent fee structure for brands and media agencies.”

Article #5 – GroupM Strikes Preferred SSP Deal With PubMatic

GroupM evaluated PubMatic in a series of reviews last year, and PubMatic stood out because of its global footprint, efficient pricing and the collaboration and service it was willing to commit to the partnership.”

Article #6- When Goodway Group Added Log-Level Data To Its DSP Algo, Performance Soared

Goodway Group’s performance soared after it fed log-level data from PubMatic’s exchange into its DSP algorithm. By connecting to the supply-side platform, the agency’s algorithm could analyze more granular data, like why a client lost an ad auction and the price of the winning bid. And when it won an auction, the exchange shared information about the second-highest bid.”

1:20 – An Introduction to Sean and PubMatic

3:50 – The Driving Force Behind the Company’s SPO Deals: Value, Transparency, and Partnership

9:51 – How to Measure Valuable Partnership

13:00 – What is Bid Shading and Why is it Important?

18:50 – Leveraging Through SPO

20:09 – SPOs That Have Proven Successful and LogLevel Data

22:55 – Optimizing Bid Strategies

23:50 – Statistics on Programmatic Buying Improvement for PubMatic’s Partners

26:10 – What Things Have Kept You Grounded During the Pandemic?

  • Spending time with my dog everyday
  • Feeling gratitude for the industry and company success

Connect with:

Sean Burke: LinkedIn

Programmatic Digest Podcast: Contact | Shownote | Website
Helene Parker: Website | LinkedIn | Twitter | Instagram

For Advertising opportunity on the Podcast, Contact Us for more information HERE

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