The Next Frontier in Programmatic: Closed-Loop Supply-Side Optimisation
With ID-deprecation and the onset of IPv6, match rates are declining across marketing channels: more than 60% of global inventory does not have a matched ID, massively reducing real reach and driving up CPMs for advertisers. At a time of economic uncertainty, how can advertisers pay less to reach more consumers?
The supply side has a lot more data and addressable inventory than what filters through to the DSP. Whether it’s inventory quality or audience data, publishers sit on a treasure trove of information. Traditionally, however, there has not been a way to measure the extent to which supply-side data delivers outcomes for advertisers. This is now changing.
This panel will discuss three trends that are unlocking the next frontier of programmatic advertising:
- The use of high-quality supply-side data to drive outcomes for advertisers
- The rapid expansion of containerised algorithms that enable third-party campaign optimisation directly on the supply side
- The onset of closed-loop supply-side optimisation (CLSO), leveraging on-device identity resolution, edge AI and agentic AI to unlock targeting and measurement anytime anywhere.
Panelists will discuss how technology is expanding the addressability of high-quality inventory beyond the narrow field of vision of DSPs, reshaping the way campaigns are measured and optimised across open web, mobile and CTV to increase ROAS for advertisers and monetisation for publishers. The conversion will debate where the industry is heading and why advertisers should care.
Join Teresa Fusaro from Reckitt, Michael McNeely from Index Exchange, Mattia Fosci from Anonymised and Rui de Freitas from C-Wire in Cannes with Tom Triscari and get going on the future today.Location: 21 Rue du Commandant André
