Media Buying using Deal Supply Packages

Media Buying using Deal Supply Packages by Rahil Shaikh (Adtech Enthusiast)

There is ample inventory supply available for digital media agencies from multiple supply partners. Large availability of inventory supply has its own challenges when it comes to utilising the best available inventory for campaign targeting and right audience reach. The DSPs can adopt intelligent product solutions to simplify the access of premium inventory on its platform for the marketers using it to execute digital campaigns.

The DSPs have their own problems when it comes to supply management. The DSP gets inventory from multiple SSPs and Ad Exchanges and bifurcating that supply as Premium vs Non-premium is a cumbersome task. The introduction of Private Marketplace (PMP) Deals has made it possible to group the premium inventory into specific deals and make it available to the buyers. However with so many SSPs and premium publishers across, there have been 1000s of premium deals available for DSPs and digital agencies.

Challenges faced with PMP Deals

1. PMP deals has been a major breakthrough for the the entire digital advertising ecosystem but the sheer number of deals makes it difficult to target them for different campaigns

2. Sharing a list of deals ids with multiple buyers & agencies is another challenge

3. DSPs need to surface number of deals available in their platform for marketers to target in their various campaigns
   1. Example, if an SSP shares 20 new deals for Thanksgiving with its 15 DSPs, then every DSP will have to make all 20 deals available in their platform for the marketers.
   2. If a single marketer sets up 5 campaigns on a single DSP and they want to target 7 deals of the 20 available, then they have to select 7 deals in every campaign. Which leads to 7 deals x 5 campaigns = 35 user targeting actions or user operation, this leads to duplication of efforts
   3. This is just for one marketer and there are several others, so this become time consuming, monotonous and error prone

Supply Packages as a Solution

DSPs need to adopt advanced technology to group their supply deals based on various attributes such as Contextual category, Geo, Ad type, Occasion/season etc. Grouping specific deals into Supply Packages and offering them to marketers is the most optimal way to curate the supply deals for better & efficient targeting.

DSPs can group the contextually similar deals from specific SSPs and make them available on their platform for its respective marketers.

Example, DSPs can group all the US Automobile deals from multiple SSPs and create a bouquet of Auto deals as an Auto Supply Package for US Geo and offer it to its esteemed agencies. Similarly they can group all the Travel inventory deals for UK or EMEA and create a package and offer it to its media buying agencies.

Creating Supply packages makes it easier for the DSPs to easily group their various supply deals from multiple SSPs and surface them on its platform.

Supply Packages makes it a lot easier for the markers to search the desired supply deals and target them in their campaigns respectively.

If a travel package has 20 deals, the marketers just need to target one single Travel package that will make all the 20 Travel deals accessible for their campaign.

Benefits of Supply Packages

1. Increased Efficiency: Supply Packages can be used by the marketers to efficiently plan their campaigns and discover which are the most desired campaigns that can help them reach their target audience

2. Inventory Discovery: Marketers can easily search and target the packages in the campaign setup workflow thereby reducing the time for campaigns setup

3. Ease of Targeting: Packaging all contextual supply deals into specific supply packages helps in quick campaigns setup and targeting

4. It allows DSPs to group deals of similar categories & Geo’s into 1 making it easily discoverable for the marketers in the platform
   1. Example, DSP can club all the Auto deals for US for CTV into one package like Auto_US_CTV_Video
   2. Travel supply deals for Mobile app for UK as Travel_UK_Mobile_In-App_Video
   3. Entertainment supply deals for for Web for all EU countries as Entertainment_EU_Web_Banner

5. Campaigns are delivered as expected since the marketers are able to efficiently discover & target the packages thereby leading to minimal client escalations.

About Author

Product Management professional with expertise in building SaaS, PaaS, B2B and consumer facing B2C platforms. Vast experience in Programmatic advertising, building ad serving and brand safety solutions for publishers & media buyers across Web, Mobile Web, Mobile App, CTV, OTT and Digital-Out-of-Home (DOOH)