Issue link: https://resources.triplelift.com/i/1514735
Key Recommendations Deep Dive SSPs are made to have long - term relationships with their publishing partners. Subsequently, they know the publisher's capabilities better than anyone. Buyers don't need guaranteed rates or impressions when they have an open and collaborative relationship with their SSP of choice. And in return, buyers unlock access to hundreds of specialized publishers that can be used to create custom, performant campaigns. Complementing 1:1 publisher deals with contextual targeting or various channel types helps reach target audiences outside of specific platforms. While working directly with a publisher leverages to their specific audience, adding apps or channels in the same genre can add value by finding audiences on new streaming platforms, often at more efficient rates. By understanding what data is available in a DSP vs. an SSP and different publisher types, buyers can set up and optimize their campaigns to make the most of their audience and content targeting solutions. Lean into supply diversity to aggregate all inventory pathways and maximize reach. SSPs that work directly with CTV publishers can create custom deals and PMPs that provide transparent, accurate delivery to a buyer's target audience at the right price. When taking advantage of the variety of content metadata signals available, aligning the publisher type to the content type is crucial. In other words, not all SVODs offer the same signals as AVODs or vMVPDs, so learning what can be activated where, is the key to maximizing targeting efficiency. Find an SSP that you can trust. 1 Supplement direct to publisher buys with other buying methods to maximize campaign performance. 2 Be flexible during planning to determine best course of action. 3 Pick SSPs that have direct relationships and are working to maximize content signals. 4 Choosing the right publisher type to align with targeting goals. 5