At Tercept, we often engage with industry leaders to better understand the evolving dynamics of digital advertising. In a recent conversation with Greg MacDonald, Founder & CEO of Chelsea Strategies, several themes stood out that are particularly relevant for supply platforms navigating today’s ecosystem.
From chasing cheap reach to proving impact
While advertising’s goal remains constant – delivering the right ad to the right user at the right time – buyer expectations have shifted dramatically. Instead of focusing on cheap reach, buyers today demand:
- Proof of measurable outcomes
- Transparent supply paths
- Smarter, data-driven insights
This is especially visible in emerging formats such as CTV, gaming, and online video, where buyers expect both TV-quality experiences and digital-level controls.
Transparency as the new currency
Transparency has become the foundation of lasting demand partnerships. Reporting is no longer just an operational necessity – it is what earns the next dollar.
Unified reporting has evolved from simple dashboards into a differentiator. It is now a pitch deck, a set of proof points, and evidence of impact. Platforms that can transform raw data into actionable narratives are far more likely to build trust and long-term collaboration with buyers.
Common pitfalls for supply platforms
Several recurring mistakes often hold back supply partners:
- Presenting generic pitches that fail to address buyer needs.
- Maintaining relationships with only a single stakeholder.
- Talking about scale without demonstrating quality.
Avoiding these pitfalls requires focusing on mutual value, showcasing differentiated proof points, and building 360° relationships across client organizations.
Curating with quality in mind
Scale without quality is simply waste. Publisher-level data – metrics like viewability, engagement, completion rates, and brand safety – must guide inventory curation. Buyers value clear trade-offs and intentional choices, which in turn strengthens partnerships and outcomes.
Unified reporting as a differentiator
Unified reporting should not be viewed only as a productivity tool. Beyond efficiency gains, it enables:
- Deeper forecasting and auction insights
- A/B testing and performance benchmarking
- Stronger positioning in buyer shortlists
For supply platforms, unified reporting is increasingly the key to differentiation.
Opportunities for midsize players
Endless scale is not a prerequisite for success. Mid-sized and niche platforms can excel by focusing on:
- High-intent verticals (automotive, pharma, travel, luxury)
- Commerce media with SKU-level intent data
- Regional or multicultural audiences
- High-impact, non-standard formats in CTV, audio, and beyond
The right signal in the right context often outweighs the benefits of sheer scale.
Data as the secret ingredient
Robust analytics and AI-driven insights are shaping the future of supply partnerships. Data is no longer just about describing what happened – it is about predicting what will happen next. This predictive capability is where supply platforms can create real competitive advantage.
Key takeaways
Two themes stand out: transparency and collaboration. When buyers openly share goals and KPIs, and sellers proactively provide insights and performance signals, the ecosystem benefits as a whole.
Watch / Listen
Explore the full discussion here:
- YouTube — https://youtu.be/WWnuRigNVkQ?si=yVc2iFsulesc1XG7
- Spotify — https://spotifycreators-web.app.link/e/70DG3s5yxXb
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