Equativ | Innovating Media Buying: Unlocking Advanced SPO with Curation Solutions

The future of programmatic media buying faces key challenges, especially as omnichannel strategies become more prominent. Advertisers need to optimize their efforts across multiple touchpoints, ensuring consistent user experiences. In this context, Supply Path Optimization (SPO) must evolve to handle the increasing complexity while still delivering measurable efficiency.

Curation solutions enable more control over the supply chain by offering customized media paths. This ensures buyers can align media buys more effectively with their strategic goals, integrating first-party data and targeting across platforms, a necessity given the diverse and fragmented landscape of new media channels such as retail media and Connected TV (CTV).

SPO now requires more than just minimizing intermediary fees. It must focus on transparency and accountability, allowing advertisers to build paths based on clear, auditable criteria to ensure brand safety and efficiency. Curation, therefore, plays a crucial role in delivering trust and visibility into every part of the media supply chain.

The rise of retail media and CTV presents opportunities for more targeted advertising, yet both require highly specialized solutions to fully capitalize on their potential. Curation can address this, allowing for more refined audience engagement and ensuring that advertisers can leverage these emerging channels effectively.

In conclusion, advanced SPO powered by curation solutions is key to unlocking future programmatic buying success. It provides the necessary control, transparency, and flexibility, addressing the omnichannel challenges while capitalizing on new media channels in a privacy-compliant, efficient manner.