Heineken wants its ad tech partners to share more than just their take rates.

The advertiser wants more information on how exchanges handle auctions so that it can only bid in the ones it’s most likely to win, a process commonly known as supply-path optimization. Heineken is already making these decisions to a degree through the demand-side platform it buys its programmatic ads, but the intel the ad tech uses to those customize bids is limited. There’s more of that information sitting within the supply-side platforms that sell programmatic ads to Heineken because they manage the auctions.

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