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Share on XIncrease working media dollars, achieve a +33% increase in conversion rate, and save time with seamless optimization on leading DSPs — no manual oversight required.
Today’s programmatic landscape is more fragmented than ever. Multiple DSPs, SSPs, and publisher relationships create layers of inefficiency and make it difficult for advertisers to transparently understand and control where their budgets go. And while Supply Path Optimization (SPO) aims to streamline this complexity, most solutions still rely on manual effort and disconnected data.
IAS Total Visibility: The industry’s first end-to-end automated SPO solution designed to help advertisers make smarter, faster, and more effective media buying decisions that make marketers’ dollars go further.
Granular Spend Transparency Down to the Cent
Unlike other SPO tools, Total Visibility connects post-bid transparency with pre-bid optimization in one unified workflow. Advertisers can see exactly where spend is going (with financial data down to the cent), identify under-performing paths, and make immediate adjustments — without switching platforms or waiting for reports.
That level of transparency translates directly into measurable improvements in quality spend (the percentage of total spend that goes toward the purchase of quality impressions that are viewable, brand safe, and free of invalid traffic). For example, Digitas upped its quality spend rate quickly and dramatically with Total Visibility. As Caroline Sullivan, Associate Director at Digitas, explains, “Since turning on Total Visibility, we drove our quality spend rate from 88% to 97% in one month.”
With Total Visibility, IAS brings media cost transparency and ad quality directly to programmatic buying, empowering advertisers to optimize toward efficiency, performance, and quality simultaneously.
New Feature: Automated Supply Path Insights & Rapid Exclusions
IAS has expanded Total Visibility with automated supply path insights and exclusion recommendations — a major step forward in enabling advertisers to optimize their supply paths effortlessly.
How It Works
Each week, the dashboard provides new candidate domains and apps to exclude, based on a proprietary algorithm, that will improve your percent of spend on quality media (qCPM). Advertisers can apply these recommendations in only a few clicks for automatic activation across campaigns where Quality Sync is used.
Streamlining Campaign Quality Controls
By automating what was once a manual and time-consuming process, advertisers can now:
- Increase working media dollars by identifying and excluding low-value inventory at scale
- Drive cost efficiency and media quality continuously
- Save time and stay in control with a simple, unified workflow
Strengthening Media Quality With MFA & Ad Clutter Controls
As part of our ongoing commitment to deliver the outcomes that matter most to advertisers, Total Visibility now includes MFA and Ad Clutter metrics — giving buyers powerful new levers to maximize campaign effectiveness and ensure their investments work as hard as possible.
With MFA and Ad Clutter now part of the platform, you get:
- Enhanced Media Quality Controls: Easily include MFA and Ad Clutter as part of your custom qCPM definition, so your reporting truly reflects quality as you define it.
- Actionable, Granular Insights: MFA and Ad Clutter impressions and spend metrics, enable sharper analysis and more targeted optimizations.
Feature Spotlight: Dynamic Performance Profiles
Dynamic Performance Profiles (DPP) is a breakthrough contextual targeting feature within Total Visibility that continuously identifies and targets the content driving clicks and conversions most efficiently without manual oversight.
Every week, the segment is automatically refreshed — removing the lowest-performing contextual segment and replacing it with a new, high-performing one — ensuring advertisers are always optimizing toward what works best.
By integrating financial and performance insights directly into contextual targeting, DPP eliminates the guesswork of manual pre-bid curation. The result: a constant optimization loop that continuously aligns media investment with performance outcomes.
And the results speak for themselves.
Real-World Impact: How Kinesso Increased Conversions with DPP
Global agency Kinesso tested DPP for their telecommunications brand client, whose goal was to optimize campaigns for performance without adding manual workload.
The partnership delivered clear, quantifiable success. By activating DPP, Kinesso’s client achieved:
- +33% increase in conversion rate
- -14% decrease in cost per conversion
Compared to the client’s previous benchmark campaigns, DPP helped maximize reach, boost conversions, and deliver measurable efficiency gains — all without added manual optimization.
Getting Started & Next Steps
To unlock new automated supply path features or Dynamic Performance Profiles, simply reach out to an IAS representative. Once enabled, IAS will provide ongoing insights, weekly updates, and direct support to help teams make the most of these powerful enhancements.
The Future of Programmatic Optimization
Total Visibility is more than just a tool. It’s IAS’s commitment to helping advertisers achieve transparent, automated, and outcome-driven performance. By bridging the gap between data and results, IAS empowers marketers to navigate the complexity of programmatic buying with precision and confidence.
The future of SPO is here — and with IAS, advertisers can see it clearly.
