What Does SPO Mean for In-App Advertisers?

Nuances of In-App SPO

  1. Hybrid Supply Access Systems: The more complex implementation of header bidding in app, along with publisher reservations to move away from the widely accepted waterfall models, has led to the in-app supply ecosystem overall being a hybrid of waterfall and HB models. As a result, multiple direct and legitimate supply paths to the same inventory can co-exist, making it hard to evaluate the incremental value of each path.
  2. Valuable Reselling: Each supply-side platform (SSP) SDK in the in-app ecosystem provides different capabilities around creative handling, data collection and passthrough, and support for third party measurement and verification solutions. With the supply paths being more specialized, access to certain pools of high-quality inventory becomes difficult and often expensive. Unlike in the web world where resellers only act as additional hops, resellers in the in-app world can unlock access paths for advertisers through technical innovation or by virtue of the scale of their distribution and operation.
  3. Bundled SDK is one of the ways of reselling in which a technology partner helps SSPs increase their footprint among publishers. Other technology partners help covert non-standard mobile ad placements which cannot be bought programmatically into standard OpenRTB ad units. These, along with in-app OTT content syndicators and yield management partners, are examples of supply paths with intermediaries contributing positively to the ecosystem.

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InMobi

InMobi

Matthew Kaplan is the Content Marketing Manager at InMobi (www.inmobi.com)