Optimizing Your Campaign with Supply Path Optimization (SPO) and Inventory Access

ad:personam, powered by the robust Microsoft Invest DSP, offers advertisers a powerful suite of tools for accessing premium inventory and curated deals. With extensive integrations with top-tier supply inventory partners like Google Partner Inventory, Yahoo Exchange, and Microsoft Advertising Exchange, ad:personam delivers broad campaign reach, transparency, and effectiveness in programmatic advertising.

This guide will walk you through how to manage your inventory access and optimize supply paths using the new Supply Path Optimization (SPO) feature to improve your campaign performance.

Inventory Access with ad:personam

ad:personam provides access to a wide range of inventory sources, integrating with leading Supply-Side Platforms (SSPs), Exchanges, and Publishers. This comprehensive inventory allows advertisers to reach their target audiences across multiple channels, devices, and formats, enhancing the effectiveness of programmatic advertising campaigns.

Available Inventory on ad:personam

ad:personam collaborates with an extensive list of inventory partners, including:

• Google Partner Inventory: Offering a vast network of websites, apps, and video platforms, Google ensures a broad reach across the web.
• Yahoo Exchange: A global platform with premium access to Yahoo’s owned-and-operated properties and a wide selection of third-party sites.
• Microsoft Advertising Exchange: Featuring premium ad placements on Microsoft-owned properties such as MSN, Outlook, and Xbox, Microsoft’s inventory is ideal for advertisers looking to target engaged audiences.

These partnerships provide access to premium inventory, ensuring that advertisers can maximize their campaign's reach and precision. Additionally, ad:personam integrates with various other SSPs and publishers, making it easy for advertisers to target specific audiences across a variety of digital environments, including mobile apps, video platforms, and premium websites.

Consulting Inventory Availability

For advertisers seeking to target specific audiences in certain geographies or verticals, ad:personam's Inventory Section within the Dashboard provides detailed insights into available inventory. The curated inventory list showcases key sellers that have been vetted for quality, making it easier to align campaigns with brand safety standards and geographic targeting.

• Geography-Specific Targeting: The inventory list can be filtered based on the primary geography of interest, ensuring your ads reach relevant audiences in your desired regions.
• Regular Updates: ad:personam’s inventory list is regularly updated to reflect the latest and most effective supply partners, allowing advertisers to stay competitive.

Note: The inventory list within the dashboard represents a snapshot of key partners and does not include all available sellers. However, it provides a curated selection to enhance campaign performance and targetability.

Introducing Supply Path Optimization (SPO)

The new Supply Path Optimization (SPO) feature in ad:personam is designed to help advertisers fine-tune their campaigns by selecting the most transparent and effective supply paths. SPO gives advertisers control over where their ads are served, enabling them to exclude low-quality inventory sources and prioritize trusted, brand-safe publishers.

Key Features of SPO:

• Selective Inclusion and Exclusion:

  • Include: Focus your campaigns on specific sellers, SSPs, Exchanges, or Publishers to maximize performance.
  • Exclude: Eliminate underperforming or undesirable supply paths to reduce waste.
  • If no specific sellers are selected, the campaign targets all eligible sellers by default. However, if certain sellers are excluded, your ads will appear on all sellers except for the excluded ones.

• Curated Seller Lists:

  • ad:personam periodically updates a list of eligible sellers based on brand safety and performance metrics, ensuring that your ads appear only in high-quality environments.
  • This curated list makes it easier to align your campaign goals with safe, effective inventory sources.

• Limited to Open Exchange Supply:

  • SPO is applicable to Open Exchange supply types. For campaigns using Private Marketplace (PMP) deals or curated deals, SPO is not supported. However, PMP deals are inherently more curated and targeted.

How to Use SPO in Your Campaigns

Implementing SPO in your campaign setup is straightforward. Here's how to get started:

1. Accessing SPO Settings:

   • Navigate to your campaign setup within ad:personam and locate the Supply Path Optimization section under Campaign Settings.

2. Selecting Sellers:

   • Use the curated list of Sellers, SSPs, Exchanges, or Publishers to include or exclude specific inventory sources.
   • Make informed decisions based on your campaign objectives and brand safety requirements.

3. Saving Your Settings:

   • Once you've selected your desired supply paths, click Confirm to apply the settings to your campaign.
   • These selections will optimize how your ad spend is allocated, ensuring your ads are served through the most effective and transparent supply sources.

Overview of ad:personam's Available Supply Inventory

With ad:personam, advertisers can access a broad spectrum of inventory through top-tier partnerships. Here’s an expanded overview of the available supply:

• Display Ads: Reach audiences across premium websites and apps, with a focus on desktop, mobile, and tablet environments.
• Video Ads: Access high-quality pre-roll, mid-roll, and post-roll video inventory on major platforms, including both open web and in-app environments.
• CTV/OTT: Leverage ad:personam’s connections to Connected TV (CTV) and Over-The-Top (OTT) platforms, placing your ads directly into streaming content for maximum viewer engagement.
• Native Ads: Seamlessly integrate your content into relevant environments using native ad formats on major news sites, blogs, and apps.

ad:personam's commitment to partnering with reputable SSPs and Exchanges ensures that your ads will appear in brand-safe environments that align with your goals, delivering high-quality engagement across all digital channels.

Maximizing Your Campaign's Effectiveness with SPO

By using ad:personam’s Supply Path Optimization (SPO), you gain the power to control where your ads are served, reducing waste and enhancing campaign efficiency. Whether you’re targeting premium display inventory, video ads, or mobile environments, SPO ensures that your ads are shown through trusted, transparent, and effective supply paths.

Take full control of your advertising strategy today by exploring the inventory section in your ad:personam dashboard. From curated seller lists to real-time inventory insights, ad:personam offers everything you need to optimize your campaign performance. Start leveraging SPO to drive better results, reduce unnecessary ad spend, and ensure your brand is represented in the right environments.