Overview

Supply Path Optimization (SPO) is a set of methods that help programmatic media buyers decide which ad tech platforms to use when buying ad space.

In Equativ, SPO targeting lets buyers focus on ad inventory that comes through the most transparent paths between publishers and advertisers, giving them better control over the supply chains involved in delivering ads so they can avoid unnecessary hops and inefficiencies.

Equativ uses Direct-Preferred SPO as the default optimization logic. However, users can manually configure their supply path preferences using the Jounce Media targeting options.

Direct-Preferred SPO

Direct-Preferred SPO is a native optimization feature that prioritizes inventory from Equativ’s direct publisher connections, ensuring delivery without intermediaries or resellers.

For deals and line items with a budget, delivery is first prioritized through these direct connections. If the budget cannot be fully delivered, delivery automatically expands to additional inventory to ensure the budget is met. This behavior applies to both deals and line items.

Jounce Media SPO Targeting

In addition to the native Direct-Preferred logic, you can manually apply SPO targeting powered by Jounce Media. This feature uses research and supply-chain data to classify auctions based on efficiency.

You can choose from the following options:

• Premium: represents the very best of the open internet, that is, maximally direct paths to inventory that has a proven ability to drive business outcomes for marketers. Most premium supply is controlled by publishers, but some intermediaries have exclusive sales rights for premium ad placements.
• Rebroadcasting: targets supply chains that introduce intermediaries for increased scale.
• Cheap reach: targets placements outside primary content.

For more information about SPO targeting, see Jounce’s guide to Supply Path Optimization.

Access

To access SPO targeting, select Media Planning from the navigation menu. The SPO targeting options will appear in the Supply Chain Optimization and Sustainability section of the Targeting panel. You can also access SPO targeting directly from the line item page. For more information, see Create line item: targeting.

Configure SPO targeting

To configure SPO targeting, follow these steps:

1. In the Targeting section, expand the Supply Chain Optimization and Sustainability tab. 
2. Select one of the following options: 

• To target premium supply chains that deliver inventory proven to drive purchases, select the checkbox next to Premium. 
• To target supply chains that introduce intermediaries, select the checkbox next to Rebroadcasting. 
• To target low-visibility placements outside primary content, select the checkbox next to Cheap Reach.

The inventory insights are recalculated in real time, displaying the available volume for the selected SPO targeting options. For more information, see Get inventory insights.