Presented by Steve So, Programmatic Media Supervisor

1. Copyright 2019 PMG Worldwide LLC. All rights Reserved.
by Understanding the Programmatic Supply Path
Increasing Media
Efficiency
MAY 2019

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2
Supply Path - The Goal
PublisherBrand

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3
Supply Path - The Problem
Exchange Container PublisherBrand DSP

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4
Supply Path - The Problem
Exchange Container PublisherBrand DSP

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5
Supply Path - The Problem
Exchange Container PublisherBrand DSP

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6
Supply Path - The Problem
Exchange Container PublisherBrand DSP

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7
Supply Path - The Problem
Exchange Container PublisherBrand DSP

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8
Supply Path - The Solution
Exchange Container PublisherBrand DSP

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9
Supply Optimization
Control Test
50%
Retargeting Audience Split
22
Ad Exchanges
Desktop
& Mobile Web
50%
Retargeting Audience Split
4
Ad Exchanges
Desktop
& Mobile Web

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10
The Results
$0.00
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$250.00
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4/1/2019
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4/18/2019
Control Conversions Test Conversions Control CPA Test CPA
Conversions
Conversion Rate
CPA
Clicks
Click Thru
CPC
Impressions
CPM
+9%
+7%
-8%
+6%
+5%
+6%
+1%
-1%

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11
What’s next?
Mobile vs. Desktop
Testing separate supply
paths for Mobile and
Desktop Inventory
High Priced Inventory
Exclusions
Adding domains with
abnormally high CPMs to
the blacklist in hopes of
capturing those users
elsewhere
Further Exchange
Reduction (3 or 2)
Running the current 4
exchange setup vs. a
reduced list of 2 ad
exchanges to determine if
further efficiencies can be
made.
Inventory Segmentation
by Supply Vendor
Grouping domains by
preferred ad exchange and
setting up strict swim lanes
for supply path
optimization.
Mid-Funnel & Upper-
Funnel Testing
Retest using Prospecting
audiences to determine if a
different tactic is needed
for increased scale.

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12
Practice Makes Perfect
Determine Your
Inventory Overlap
Understand how many ad
exchanges are accessing
the same inventory and at
what cost.
Validate Direct
Relationships between
SSP & Publisher
Ensure your SSP partners
have direct access to
publisher supply and are
not simply resellers.
Require Transparency
Be aware of all additional
auction mechanics that
SSPs are leveraging.
-Resolicit
-Bid Caching
-Dynamic Floors
-High Take Rates
Activate Bid Shading
Take advantage of DSP bid
data by leveraging Bid
Shading algorithms and
decisioning logic to reduce
bid prices.
Continue Testing
& Validation
Accelerate DSP learnings
with continued supply
partner testing across
formats, audiences, and
tactics.

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13
Thank you.