IBM Brings Transparency to the Programmatic Supply Chain with SOURCE by °µÍøTV
When we launched SOURCE, our reimagined digital media supply chain focused on increased transparency, fraud elimination and reduced overhead costs, our long-term client and partner IBM agreed to partake in our pilot. IBM completed the first test of “SOURCE” with two campaigns¡ªone from CA and one from Systems. These were small A/B tests splitting off portions of existing efforts. In IBM¡¯s own words, ¡°The preliminary results are outstanding.¡± Compared to the control setup, they saw:
- No negative impact on supply availability using the new SOURCE pipes compared to the standard SSP offering
- Visibility to supply chain fees in place and being delivered bi-weekly
- eCPMrates decrease by 30%
- CPE V decrease by 27%
- Viewability improve by 40%
- 60% of the ad dollar make it to the publisher
IBM worked with °µÍøTVto scale this test extending into full swing in 1Q2020 with a goal to get ~10%+ more money into working media.