Bayer Turns SPO Insights Into Custom Bidding Strategies

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Path-level bid optimization testing with Jounce Media unlocks 7.1% cost savings

Bayer’s in-house programmatic media buying team has partnered with Jounce Media to deploy a custom bidding solution via The Trade Desk that turns supply path optimization insights into a trading advantage. The solution allows Bayer to procure higher quality media at lower price points, yielding an average 7.1% reduction in cost per viewable impression in an already efficient marketplace.

“Our hypothesis was that while there are intermediaries that add value in our supply chain, there are also those that do not. We’ve built the tools to identify those nuances and turn path-level insights into bidding strategies, without overhauling our supply strategy,” said Gary Guarnaccia, Audience & Ads Marketplace Analytics Lead at Bayer.

In April 2020, Bayer partnered with Jounce to deploy various supply path optimization solutions. The combined impact was an overall 7.1% reduction in cost per viewable impression.

On average, Jounce’s supply path optimization solution eliminates 1.2 wasteful supply paths for each publisher. The outcome is a more efficient media buy for Bayer and a greater payout for the publishers in Bayer’s supply network.

“Marketers need more from supply path optimization than audits and insights,” said Chris Kane, Founder and President of Jounce Media. “Thankfully DSPs are now providing the tools to activate path-level bidding strategies, and our partnership with Bayer demonstrates the cost savings impact of taking a data driven approach to supply path optimization.”

“The complexities of the programmatic supply chain and the duplication of supply paths create inefficiencies for both marketers and publishers. At Bayer we’re committed to rationalizing the marketplace while continuing to support our publisher partners,” said Guarnaccia. “Through our partnerships with Jounce and The Trade Desk, we’re turning our SPO insights into a trading advantage.”

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