Demand Path Optimisation Survey: Aligning Publisher & SSP Goals
by on 13th May 2025 in News
Relevant Digital has released new insights from its recent Demand Path Optimisation (DPO) Survey, conducted among leading independent supply-side platforms (SSPs). The results indicate that publishers who actively manage and enrich their ad inventory can gain a competitive advantage in today’s programmatic advertising environment.
While advertisers have long used supply path optimisation (SPO) to refine their inventory purchase, DPO focuses on the sell side. It highlights the growing need for publishers to influence how their inventory is packaged, filtered, and routed to meet demand more efficiently and transparently.
The survey reveals that SSPs increasingly expect publishers to be more active in how their inventory is structured, filtered, and available to demand. Transparency, signal quality, and enriched bid requests were consistently highlighted as essential. While most respondents preferred complete visibility into traffic, around 30% supported selective pre-auction filtering, but only when done strategically and with a clear focus on quality.
"DPO isn’t a universal fix, but it highlights key areas where publishers can improve outcomes," said Petri Kokkonen, CEO at Relevant Digital. "Signal quality, transparency, and collaboration with SSPs remain the real levers for success."
In addition, floor price management remains an essential lever in open auctions, even though publishers have less control in curated deals. Accurate user identifiers, contextual signals, and technical metadata in bid requests were also highlighted as critical components for effective monetisation.
The full article is available here: https://blog.relevant-digital.com/demand-path-optimisation-survey-aligning-publisher-and-ssp-goals
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