Key Points

  • Rebroadcasting supply chains now represent the #1 source of programmatic waste, accounting for 37% of display auctions and 33% of video auctions
  • Publishers are working with an average of 26.8 directly integrated sell-side platforms while authorizing 16.7 partners to initiate resold auctions
  • Path-level auditing tools can help publishers identify and eliminate inefficient supply chains that drain revenue
  • The lessons learned from eliminating MFA (Made For Advertising) inventory provide a roadmap for addressing rebroadcasting waste
  • Premium publishers control 67% of DSP spend through 100 bellwether portfolios, highlighting the importance of quality partnerships

The programmatic advertising landscape keeps evolving, and the latest Jounce Media report delivers some eye-opening insights that every publisher should understand. The data reveals a fundamental shift in how supply chain inefficiencies manifest and what publishers can do about it.

 



The New King of Supply Chain Waste

Rebroadcasting supply chains have officially dethroned MFA websites as the biggest revenue drain in programmatic advertising. This shift represents a fundamental change in how publishers should think about their monetization strategies.

The numbers tell a stark story. Rebroadcasting paths now account for 37% of display auctions and 33% of video auctions across premium websites, mobile apps, and CTV platforms. These aren't low-quality sites we're talking about, this is happening on premium inventory from trusted publishers.

What makes this particularly concerning is that these inefficient paths create multiple revenue-damaging problems:

  • Supply chain fees: Unnecessary ad tech fees that reduce working media efficiency
  • Bidstream bloat: Auction duplication that increases costs and filters available supply
  • Carbon emissions: Excess data center energy consumption driving up industry footprint
  • Misrepresentation: Unreliable supply chain signals that guide incorrect bidding decisions

Each of these factors directly impacts your bottom line, often in ways that aren't immediately visible in your standard reporting.

The proliferation of rebroadcasting paths means publishers are losing revenue on their best inventory, making this a critical issue to address.

Publishers Are Drowning in Partners

The average RTB-enabled publisher now works with 26.8 directly integrated sell-side technology platforms. Even more telling, publishers authorize 16.7 of these partners to initiate resold auctions, creating a complex web of supply paths that can be difficult to track and optimize.

This partner inflation creates several problems for publishers:

  • Resource drain: Managing relationships with nearly 27 different platforms requires significant resources and expertise
  • Technical complexity: Each additional partner adds complexity to your tech stack, making optimization harder
  • Performance visibility: More partners make it difficult to identify issues or track which relationships drive real value
  • Revenue dilution: Authorizing reselling means losing control over how your premium inventory appears in the marketplace

When you authorize partners to resell your inventory through those 16.7 intermediaries, your premium content can be devalued through inefficient supply paths.

Smart publishers need to audit their partner portfolios regularly and ensure each relationship delivers measurable value.

Path-Level Insights Replace Property-Level Thinking

Traditional DSP reporting focuses on property-level data, showing which websites and apps campaigns deliver on. This approach misses a crucial piece of the puzzle: how those impressions actually traded through the supply chain.

Path-level auditing represents a significant advancement in supply chain transparency. Instead of just knowing that your campaign delivered on a premium website, you can now see whether those impressions came through efficient, direct supply chains or wasteful rebroadcasting paths.

The implications for publishers are significant. You might think you're providing direct access to your inventory when buyers are actually reaching you through multiple intermediaries, each taking a cut of the revenue. Path-level insights help identify these inefficiencies so you can address them directly.

Publishers who embrace path-level optimization can eliminate waste and ensure more of the advertiser dollar reaches their bottom line.

Learning from the MFA Cleanup Success Story

The decline of MFA inventory provides a helpful blueprint for addressing rebroadcasting waste. MFA websites went from being the #1 source of supply chain waste to representing less than 5% of all web bid requests through a clear three-step process:

  • Industry awareness: Research like the ANA's 2023 Supply Chain Transparency Study educated brands and agencies about MFA risks
  • Better tooling: DSP reporting improvements and auditing tools made it easy for buyers to identify and avoid MFA supply
  • Market response: As buyer demand decreased, sell-side technology companies reduced or eliminated MFA inventory entirely

The same market dynamics are now emerging around rebroadcasting paths. Industry awareness is growing, path-level data is becoming available, and auditing tools can help buyers identify wasteful reselling. Publishers who proactively address rebroadcasting issues position themselves advantageously as the market shifts toward direct-only marketplaces.

Taking action early, rather than waiting for buyers to force change, gives publishers more control over their monetization strategy.

Premium Publishers Control the Market

Jounce's analysis of 100 bellwether portfolios reveals that premium publishers collectively control inventory capturing 67% of total DSP spend. This concentration highlights the importance of quality partnerships and efficient supply chains for serious publishers.

The bellwether analysis shows which publishers have embraced direct monetization strategies versus those still relying heavily on rebroadcasting intermediaries. Publishers with more direct supply chains consistently outperform those dependent on resold auctions.

The data also reveals significant variation in partnership strategies among premium publishers. Some work with dozens of demand partners while others maintain more focused relationships. The most successful publishers tend to balance scale with efficiency, ensuring each partnership contributes meaningfully to revenue.

Understanding where you fit within the premium publisher ecosystem helps inform strategic decisions about partnerships and supply chain optimization.

Supply Path Transparency Drives Performance

Exchange transparency varies dramatically across the industry, with some platforms maintaining 100% transparent seller relationships while others operate with significant opacity. Publishers should prioritize partners that embrace transparency and provide clear seller identification.

The seller.json validation data in the report shows which exchanges maintain clean, transparent seller relationships versus those with high percentages of confidential or non-transparent accounts. Publishers working with transparent exchanges benefit from clearer reporting, better buyer trust, and more efficient auctions.

Transparency also impacts long-term sustainability. As the industry continues to prioritize supply chain clarity, publishers aligned with transparent partners will be better positioned for future success.

Publishers should regularly audit their exchange partnerships and prioritize those demonstrating clear transparency commitments.

The Path Forward for Publishers

The shift from MFA to rebroadcasting as the primary source of supply chain waste creates both challenges and opportunities for publishers. Those who act quickly to optimize their supply paths will gain competitive advantages as the market evolves.

Here's your action plan for supply chain optimization:

  • Audit your partnerships: Identify which of your 26+ partners drive meaningful revenue versus those creating inefficiencies
  • Embrace path-level reporting: Implement auditing tools to gain visibility into how your inventory actually trades
  • Prioritize direct relationships: Focus on building connections with quality demand sources that bypass unnecessary intermediaries
  • Choose transparent partners: Work with exchanges and demand partners who demonstrate clear transparency commitments

Quality partnerships will become increasingly valuable as the industry continues to consolidate around premium inventory.

The publishers who embrace supply chain optimization today will be the ones capturing premium revenues tomorrow.

Amplify Your Ad Revenue with Playwire

Managing the complexities of modern programmatic advertising requires expertise, technology, and constant optimization. Our Revenue Intelligence® algorithms automatically optimize supply paths while our team of yield experts ensures you're working with the right partners for maximum efficiency.

We provide the path-level insights and auditing capabilities needed to identify and eliminate supply chain waste, while our direct sales team brings premium demand that bypasses inefficient intermediaries entirely. With Playwire, you get both the technology and expertise needed to thrive in today's complex programmatic landscape.

Ready to optimize your supply chain for maximum revenue? Let's discuss how Playwire can help you capture more value from every impression.

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