If you went to a restaurant and only half of your meal was served, would you be satisfied?

For every dollar spent on programmatic advertising, only half finds its way to the publisher, while another 15% is unaccounted for, showcasing why it is so important for those involved in each step of the chain to demand and deliver the same visibility into campaigns as traditional media channels.

Just like you wouldn't be pleased with being served only half the meal you paid for at a restaurant, advertisers shouldn't be satisfied with the lack of transparency in the digital video supply chain.

Grasping the intricacies of the digital video supply chain is vital for advertisers and requires both insight and strategy. It's a vast web, with over 200 companies spanning nearly 30 specialties playing a part. However, it's not the complexity that's worrisome, but the opaque environment it can create. Campaign transparency, ad fraud, brand safety, and reputational risks can all come into question. 

Augustine Fou, an independent ad fraud researcher, advises erring on the side of simplicity:

"I get that you still need to use programmatic tech to buy your ads. ‘Add’ a campaign line that uses a very short inclusion list of sites and apps that you’ve heard of. And REDUCE the number of exchanges in your media buy from over thirty to less than five, ideally three. Some call this SPO – ‘supply path optimization’. I call it ‘smart’.”

As you tackle future campaigns, remember these five ways to successfully navigate the digital video supply chain, outlined in VAB’s recent release, What is The Digital Video Supply Chain?:

1. Demand transparency in all aspects of your video campaign. It's essential to know where every penny goes. By demanding transparency at each step, you can ensure a clearer understanding of the return on your investments.
2. Collaborate with key stakeholders internally to strategically negotiate contracts. Engage in strategic discussions internally with your team, ensuring that when contracts are negotiated, they're done so with a solid understanding of the chain's intricacies.
3. Leverage education to ask the right questions. Equip yourself with knowledge, enabling you to ask critical questions that can ensure you're getting the best value and avoiding pitfalls.
4. Have a strategy in place for measuring success. Establish clear metrics for evaluating success. In a complex chain, having tangible measures helps in identifying bottlenecks and streamlining processes.
5. Prioritize premium inventory. It's better to have smaller number of high-quality placements than to spread yourself too thin, risking brand reputation and efficacy. 

The digital video supply chain, while complex, doesn't have to be a black box. By embracing best practices and advocating for transparency, advertisers can ensure their brand not only thrives but also resonates with its audience.

Originally published on MarTech 360

Leah Montner-Dixon

Director, Audience & Behavioral Insights