{"id":297425,"date":"2021-11-17T11:00:00","date_gmt":"2021-11-17T11:00:00","guid":{"rendered":"https:\/\/integralads.com\/insider\/research-report-perfecting-your-supply-path\/"},"modified":"2023-08-08T23:02:07","modified_gmt":"2023-08-08T23:02:07","slug":"research-report-perfecting-your-supply-path","status":"publish","type":"post","link":"https:\/\/integralads.com\/apac\/insider\/research-report-perfecting-your-supply-path\/","title":{"rendered":"Research Report: Perfecting Your Supply Path"},"content":{"rendered":"\n<p>After years of growing adoption, <strong>programmatic advertising<\/strong> has accelerated to the forefront of media buying, becoming the undisputed choice for purchasing top ad formats. The majority of ad buyers are currently implementing or planning to implement <strong>supply path optimisation (SPO)<\/strong> technology to increase the efficiency of their programmatic campaigns across formats and environments. <\/p>\n\n\n\n<p>Despite its popularity, there is still much to be discussed between brands and agencies about who is responsible for monitoring <strong>SPO<\/strong> activities and media quality.<br><br><strong>IAS<\/strong> partnered with <strong>IPSOS<\/strong> to survey U.S. digital media experts who buy digital ads programmatically. The goal was to better understand perceptions of programmatic advertising, particularly supply path optimisation. We discovered&#8230;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>95%<\/strong> of ad buyers are currently implementing or planning to implement supply path optimisation technology in the next year<\/li>\n\n\n\n<li><strong>52%<\/strong> of media experts say half or more of their advertising budget is transacted programmatically<\/li>\n\n\n\n<li><strong>42% <\/strong>of ad buyers say lack of transparency is the primary challenge within programmatic advertising<\/li>\n<\/ul>\n\n\n\n<p><strong>Download the full research, &#8220;Perfecting your Supply Path&#8221;, to find out more.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>After years of growing adoption, programmatic advertising has accelerated to the forefront of media buying, becoming the undisputed choice for purchasing top ad formats. The majority of ad buyers are currently implementing or planning to implement supply path optimisation (SPO)&#8230;<\/p>\n","protected":false},"author":1,"featured_media":305406,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[186,212,219],"tags":[],"class_list":["post-297425","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-efficiency-optimisation-apac","category-programmatic-apac","category-research-apac"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.4 (Yoast SEO v27.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Research Report: Perfecting Your Supply Path - Integral Ad Science<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/integralads.com\/apac\/insider\/research-report-perfecting-your-supply-path\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Research Report: Perfecting Your Supply Path\" \/>\n<meta property=\"og:description\" content=\"After years of growing adoption, programmatic advertising has accelerated to the forefront of media buying, becoming the undisputed choice for purchasing top ad formats. The majority of ad buyers are currently implementing or planning to implement supply path optimisation (SPO)...\" \/>\n<meta property=\"og:url\" content=\"https:\/\/integralads.com\/apac\/insider\/research-report-perfecting-your-supply-path\/\" \/>\n<meta property=\"og:site_name\" content=\"Integral Ad Science\" \/>\n<meta property=\"article:published_time\" content=\"2021-11-17T11:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-08-08T23:02:07+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/integralads.com\/wp-content\/uploads\/2021\/11\/APAC_Supply_Path_Insider_Tile.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"860\" \/>\n\t<meta property=\"og:image:height\" content=\"860\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"IAS TEAM\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@integralads\" \/>\n<meta name=\"twitter:site\" content=\"@integralads\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"IAS TEAM\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/integralads.com\\\/apac\\\/insider\\\/research-report-perfecting-your-supply-path\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/apac\\\/insider\\\/research-report-perfecting-your-supply-path\\\/\"},\"author\":{\"name\":\"IAS TEAM\",\"@id\":\"https:\\\/\\\/integralads.com\\\/#\\\/schema\\\/person\\\/dbee79df007713b5bab3127e3f349399\"},\"headline\":\"Research Report: Perfecting Your Supply Path\",\"datePublished\":\"2021-11-17T11:00:00+00:00\",\"dateModified\":\"2023-08-08T23:02:07+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/apac\\\/insider\\\/research-report-perfecting-your-supply-path\\\/\"},\"wordCount\":174,\"publisher\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/apac\\\/insider\\\/research-report-perfecting-your-supply-path\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/integralads.com\\\/wp-content\\\/uploads\\\/2021\\\/11\\\/APAC_Supply_Path_Insider_Tile.jpg\",\"articleSection\":[\"Efficiency &amp; 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