How a cleaner supply path and Blue Lists can lead to better outcomes

In programmatic, every impression counts and so does how you access it. That’s where supply path optimization (SPO) and Blue Lists come in. 

In this Trader Tips episode, Nathan Taylor-Billings of IPG Mediabrands shares how his team uses Blue Lists and quality filters to streamline supply paths, eliminate waste, and drive value for his brand clients. 

Blue Lists give media buyers an efficient way to control their inventory and help provide a curated and scalable way to access high-quality inventory. You’re able to build a Blue List by using performance data like viewability and ad refresh rates, so you can activate confidently across formats without sorting through noisy supply. 

Kokai’s SPO tools make it easy to prioritize preferred partners and streamline supply routes. This means fewer handoffs (or “hops”) between intermediaries, lower fees, and more control for traders. 

By working closely with The Trade Desk, IPG has been able to achieve optimal supply path selections for their clients, making SPO a routine part of campaign activation. As Taylor-Billings puts it, it’s a win for clients, advertisers, and consumers alike.