Independent technology company PubMatic has launched a new collaborative approach to supply path optimisation (SPO) for global healthcare company Haleon. The partnership aims to streamline access to video, display, and connected TV (CTV) inventory globally, increasing efficiency and making Haleon's media investments more sustainable.

Haleon, owner of brands such as Advil, Centrum, and Tums, will leverage PubMatic's technology to optimise its media supply chain. The partnership will provide Haleon with direct access to inventory sources, maximising commercial efficiency, transparency, data-driven insights, and optimisation capabilities.

CRO, EMEA at PubMatic, Emma Newman, said: “PubMatic is committed to promoting transparency, efficiency and responsible media across the digital advertising landscape, and SPO is a crucial component of achieving that objective,” Newman said. She added, “We’re thrilled to bring our SPO capabilities to Haleon, enabling them to make more informed, data-driven decisions about their programmatic ad spend and deliver better outcomes for Haleon’s brands.”

The SPO partnership aims to reduce carbon emissions related to Haleon’s media investments by directing it towards responsible media while decarbonising the media supply chain. This move comes as part of Haleon's proactive approach to improving supply path transparency since the launch of the original ISBA PwC study in 2020.

Global Investment Director, Marketing Edge at Haleon Health, Brook Minto, said: “We are on a journey to optimise the quality of our media investments while reducing the carbon footprint of our media buying operations and driving effectiveness. Following initial tests, we identified opportunities to improve by working more closely with the sell-side. We selected PubMatic to remove undesirable inventory that is more than one hop away from the supply source. By creating a global marketplace that enables Haleon’s regional teams to work only with publishers that meet our inventory quality targets, we have been able to significantly increase our media impressions while improving the environmental footprint and effectiveness of our campaigns. This is only made possible because we are directly controlling our media supply chain through PubMatic,” Minto said.