• Gabriel Ribadeneira L

Supply Path Optimization

In 2019, the International Advertising Bureau (IAB) rolled out a strategic initiative in an effort to root out ad fraud and encourage greater transparency through the RTB supply path. With this mandate, Centro’s Supply Path Optimization strategy focuses on minimizing the number of partners it takes to deliver an ad, reducing the duplicative efforts of advertisers, and giving media buyers additional inventory controls. By operationalizing our new requirements in parallel with our ongoing enforcement of ads.txt and app-ads.txt, Centro’s actions clean, shorten, and streamline the programmatic ad ecosystem’s supply chain.

Today, media buyers have three additional controls in the Domain tab of the Tactic Editor, under Supply Path Optimization, choose:

  1. Exclude sites and apps without Ads.txt: By default, tactics bid on authorized supply paths for sites and apps that participate in Ads.txt, and any supply path for sites and apps that do not participate in Ads.txt. Enabling this option will exclude sites and apps without Ads.Txt. Learn more about Ads.txt here.

  2. Target direct publisher relationships only: Default settings allow targeting inventory with no restrictions on the number of hops and completeness of the supply chain. When enabled, the tactic will only bid on bid requests where the Supply Chain object is present, marked as complete, and contains no more than one hop.

  3. Opt-out of Supply Quality filtering: Enabling this option opts the tactic out of DSP's default supply quality filtering. This may expose your tactic to low-quality supply paths and is not recommended.

Centro's supply-chain policy enforces robust rules for receiving inventory, by which Basis doesn't accept traffic:

  • That passes through objectionable intermediaries

  • From lengthy supply chains

  • When intermediaries resell to other intermediaries

In 2020, this initiative drove Basis to directly integrate with Nexstar Digital, EMX Digital, Mediavine, Unity, ironSource, OpenWeb, as result, we:

  • Increase the number of unique impression opportunities/scale (same volume, but without duplicates)

  • Reduce middleman fees/ad tech tax

  • Have better visibility into the supply chain for fraud/quality purposes

  • Give you more integrations without an increase in hosting costs

  • Aubrey Lehrmann

Join us for our next Basis Success webinar where we look back on the top 5 Basis features that were released in 2020. In 30 minutes, we will review the biggest releases from the past year including optimization enhancements, Basis Assistant, Google Data Studio, and more. We will also review recent Basis releases to make sure everyone is up to speed with what’s new with Basis.

Here are the Top 5 Features from 2020 (plus an honorable mention):

Check out the full video of the Top 5 here:

And catch up on our recent Basis releases here:

Our Experts

Kevin Jacobsen

Customer Success Manager | Basis by Centro

Kevin Jacobsen is a Customer Success Manager for Centro’s Basis platform. He joined Centro over 5 years ago as a Senior Specialist on the paid social team, before joining the Customer Success team. When he’s not leading webinars, Kevin loves collaborating with clients, building out thoughtful strategies, and making sure campaigns are as successful as possible. He has a great sense of adventure including skydiving over the Rocky Mountains and moving to Toronto while with Centro.

Mike Destree

Director, Basis Solutions and Implementation | Basis by Centro

Mike Destree is the Director of Basis Solutions and Implementation. The BSI team is responsible for providing platform demos, helping facilitate platform implementation for new clients, and providing specialized support as SMEs for a variety of teams internally. He has been with Centro in the Chicago office for four and a half years. He loves introducing people to new things and explaining how things work which he gets to do every day! Mike likes to rock climb, has two tiny dogs, and is married to his lovely wife, Tija.

What to Expect from the Basis Success Webinar Series

The Basis Customer Webinar series focuses on topics relevant to existing Basis users.  These bi-monthly presentation provide actionable takeaways, product walk-throughs, how-to tips, and best practices for getting the most out of Basis.  

  • Gabriel Ribadeneira L

DoubleVerify - New Taxonomy

In September 2018, the 4A’s Advertiser Protection Bureau (APB) released a Brand

Safety Floor and a Brand Suitability Framework to approach brand safety and suitability based on risk levels.

Starting this year, DoubleVeify is introducing a brand safety system based on risk, that balances precision and scale. DoubleVerify’s Brand Suitability Tiers provide the right level of protection across media buys, catering to individual client needs, and sensitivities. The new taxonomy breaks down 13 segments into three levels of risk: High, Medium, and Low.

  1. Crime

  2. Aviation Disasters

  3. Drug Abuse

  4. Alcohol

  5. Human-Made Disasters

  6. Tobacco & eCigarettes

  7. Terrorism

  8. Hate Speech & Cyberbullying

  9. Adult & Sexual

  10. Violence

  11. Vehicle Disasters

  12. Profanity

  13. Natural Disasters

Example of Tiered Segment:

'Safe from Vehicle Disasters - High Risk' will avoid High-Risk content only

'Safe from Vehicle Disasters - High & Medium Risk' will avoid High & Medium Risk content

'Safe from Vehicle Disasters - High, Medium & Low Risk' will avoid all three types of content

Basis will now present this options in the tactic editor for you to align your ads with the content you desire most.