First, let’s clear up a common misconception: the total amount of video supply in the market hasn’t actually changed. What has changed is how SSPs categorize Instream vs. Outstream impressions.

Over the past year, most SSPs have aligned with the IAB’s guidelines, reclassifying inventory that was previously labeled as Instream as Outstream. If it feels like there’s suddenly a flood of Outstream supply, that’s because the same inventory has been relabeled—not because there’s more of it.

We’ve seen this type of transition before in ad tech. Think back to when Native advertising first gained traction. At first, advertisers treated it like just another banner unit, paying similar CPC rates. But over time, they realized Native offered a more integrated and valuable experience. Prices dipped temporarily during the adjustment period, but once advertisers understood its true potential, they started investing more, and Native found its place in the ecosystem.

Something similar is happening with Instream and Outstream today. New subcategories of Outstream—like Accompanying Content and Interstitial video—are emerging, and while publishers have quickly adapted to the new classifications, advertisers and agencies are still catching up. That delay is causing some short-term pricing fluctuations, but we expect things to stabilize as buyers adjust to the new definitions.

Another challenge involves In-Banner Video (IBV). When Outstream inventory isn’t clearly categorized, IBV can inadvertently cannibalize potential publisher revenue. If a display ad slot is repurposed for video, it may generate a different CPM, but that doesn’t always translate into incremental revenue. More importantly, if misclassified IBV leads to downward pricing pressure, it risks devaluing actual video inventory.

Despite these bumps in the road, we believe transparency will ultimately benefit everyone—just like it did with Native ads. A clearer classification system helps advertisers truly understand what they’re buying, building trust and encouraging long-term investment. Rather than seeing this shift as a market downturn, we should view it as a necessary recalibration. Once buyers fully adapt and recognize the unique benefits of each format, we anticipate a more balanced market—and, in many cases, higher pricing where it makes sense.

The video ad landscape is evolving, and while change is rarely easy, it often leads to better outcomes for those who take the time to understand and adapt. The key is to stay informed, remain flexible, and recognize the opportunities within these challenges.

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Quality Over Quantity: A Paradigm Shift

In our industry, there is a prevailing belief that “more” is always better: more ad calls, more impressions, and more data. However, this approach often results in diminishing returns and erodes trust in digital advertising. In recent years, we have seen that prioritizing quality over quantity can lead to far better results. For example, some publishers have found that reducing ad calls can significantly improve income. This seemingly paradoxical tactic is effective as it enhances user experience, lessens ad fatigue, and enables more accurate targeting.

Made-for-advertising (MFA) sites illustrate the risks of prioritizing quantity over quality. While they may boost short-term metrics, they often provide poor user experiences, ultimately damaging the reputation of digital advertisers.

The Transparency Imperative

Transparency is crucial for the long-term health and sustainability of our industry. Even today, advertisers often pay for campaigns without clearly understanding where their ads are displayed or how they perform. This “black box” approach undermines the entire ecosystem.

True sustainability in ad tech depends on delivering clear, comprehensive reporting on ad placement and performance. Advertisers need real insights into where their investment is going and the results they’re achieving. While this level of transparency may initially uncover uncomfortable truths, it fosters the trust and credibility essential for long-term success.

Efficiency With Ethics: The Role of SPO

Supply Path Optimization (SPO) offers a clear path forward in an increasingly intricate ad tech landscape. By lowering the barriers between advertisers and publishers, we can enhance transparency, minimize fraud, and create more efficient systems. Effective SPO strikes a careful balance between upholding high standards and maintaining flexibility.

This approach ensures the integrity of our ad ecosystem while allowing us to remain competitive in a dynamic market. We must uphold quality standards while providing value that meets the diverse needs of clients. In an industry where price sensitivity often drives decisions, it is crucial to highlight the long-term benefits of maintaining high standards, even if it means not always being the lowest-cost option. By fostering more direct, valuable connections between advertisers and publishers, we can lower costs, improve ad quality, and drive better performance.

As privacy regulations tighten and third-party cookies phase out, SPO becomes even more essential. It enables the development of alternative targeting strategies that don’t rely on third-party data, positioning companies for success in the evolving digital landscape.

The Path Forward

As we navigate the challenges facing our industry, it’s crucial to prioritize both efficiency and integrity. By focusing on quality over quantity in ad delivery, we ensure that we’re delivering value rather than just chasing impressions. This approach demands full transparency across our operations and the implementation of thoughtful, balanced SPO strategies. By embracing these principles, companies will be well-positioned for the future, enabling more efficient spending and better performance for advertisers while offering publishers higher fill rates and potentially improved CPMs.

The future of ad tech lies in creating genuine value through ethical, transparent practices that support long-term sustainability. As industry leaders, it’s our responsibility to drive this transformation, fostering an ad tech ecosystem that is not only profitable but also sustainable and respected.

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For dedicated sports fans, the Super Bowl is the one day a year they can publicly declare their love for the game. For brands, however, it signifies something even bigger. Anything is possible on Super Bowl Sunday. Goals can be reached, limits can be broken, and brands have the chance to make history.

As we know, gaining exposure is an ongoing challenge in today’s world of endless choices. That’s why the Super Bowl continues to make headlines in the marketing world, and here are the three reasons why.

First, given that the Super Bowl is one of the most-viewed broadcasts in the United States, it has been reported that brands pay an average of $7 million for no more than thirty seconds of air time (DecenterAds, 2025). While this may seem like a significant investment, consider the opportunity to instantly scale your reach to a global audience of sports fans, culture enthusiasts, and Gen Z viewers eagerly awaiting the halftime show. For reference, the share of streaming viewers for the Super Bowl in the United States climbed from 28% in 2023 to 34% in 2024, illustrating the game’s ongoing expansion in scope each year (Stoll, 2024). 

Second, 96% of fans use multiple devices while watching a live sporting event (DecenterAds, 2025). For those in the programmatic advertising world, this insight reminds them that making ripples in advertising does not require a hefty $7 million budget. Through real-time bidding,  location-based targeting, dynamic creatives, omnichannel optimization, and audience segmentation, brands can maximize their reach by ensuring the right message reaches the right audience at the perfect time, resulting in unparalleled exposure (Brandastic, 2025).

As advertisers worldwide work tirelessly to prepare for the big day, we’re here to discuss why we are excited, and no, it’s not for the game. The ads displayed on the jumbo screen throughout the night set the standard for creativity and innovation for the entire year. In fact, 43% of viewers watch the Super Bowl specifically for the ads, and to make matters even more compelling, half of them actually make purchases based on the ads they see (DecenterAds, 2025). 

This is what characterizes Super Bowl advertisements. It is not just about visibility but about creating a cultural moment. Here at Primis, we understand the power of content and its ability to determine an ad’s failure or subsequent success. The best ads are those that captivate the audience and tell a story. This is why the creativity and storytelling that are showcased on the screens during the big game are remembered for years to come. Brands deliver tailored and relevant content, turning the once-dreaded commercial breaks into moments we eagerly anticipate. A prime example from last year’s game is the Dunkin Donuts x Ben Affleck campaign. The campaign launched during halftime and quickly gained worldwide traction.

That said, whether we like to admit it or not, the Super Bowl is the one night a year when consumers genuinely enjoy ads rather than tune them out in complete frustration. The Super Bowl takes on an entirely new meaning when viewed from this perspective. More than just a global sporting event, the Super Bowl has become one of the most powerful marketing events of the year.

This unprecedented visibility allows advertisers to engage with a large global audience. To capitalize on this opportunity, brands must utilize the right ads positioned in the right context at the right time for maximum impact.

At Primis, we ensure you never miss out on opportunities to scale your brand. For events like these, we work closely with our clients to secure the perfect inventory ahead of the anticipated traffic surge. With our support, they gain access to precisely matched inventory for their audience.

Whether you’re looking for premium ad inventory to elevate your brand or high-quality demand to maximize your revenue, our team is here to help. Contact us today!

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