Redefining the Supply Side: How SODA Sets a New Standard for Digital Advertising

The digital advertising ecosystem has reached a pivotal moment. As supply paths grow more complex and inefficiencies quietly erode both revenue and sustainability, publishers are demanding smarter, more responsible ways to monetize their inventory. At Perion, we’ve always believed that progress in advertising comes from simplifying complexity, not adding to it. That belief led to the creation of SODA.

SODA (Supply Optimization & Demand Amplification) is Perion’s next-generation, AI-powered supply-side technology designed to transform how digital advertising supply operates. More than an optimization tool, SODA introduces a new standard we call SPO 2.0 – one that unifies performance, transparency, and environmental responsibility at the impression level.

Moving Beyond Traditional Supply Path Optimization (SPO)

Traditional Supply Path Optimization (SPO) was built to reduce intermediaries and lower costs. While valuable, it often treated efficiency as a static exercise and overlooked broader impacts such as wasted bid traffic, limited visibility, and unnecessary carbon emissions. SODA reimagines SPO as a dynamic, intelligent system, one that actively shapes supply traffic in real time.

At its core, SODA uses an AI-driven smart mediation layer that evaluates every incoming bid request from Demand-Side Platforms (DSPs) and Supply-Side Platforms (SSPs). Rather than passing every request downstream, SODA selects only the most efficient and high-performing paths for each impression. The result is better yield, fewer wasted resources, and a cleaner, more effective supply chain.

Where Supply and Demand Work Together

What truly sets SODA apart is its direct connection to Perion’s demand-side intelligence. Running in parallel with Perion’s proprietary AI algorithm, SODA creates a powerful feedback loop between supply and demand. High-performing inventory is automatically identified and rewarded with increased demand, higher fill rates, and stronger CPMs.

This deeper understanding of advertiser intent allows publishers to benefit from more precise inventory matching, reducing unnecessary bid requests while unlocking access to Perion’s multiformat, high-impact demand across display, video, and Digital Out-of-Home (DOOH). SODA doesn’t just optimize supply; it amplifies its value.

Transparency, Efficiency, and Better Experiences

One of the industry’s long-standing challenges is opacity. Publishers often lack clear insight into how their supply paths perform and where inefficiencies exist. SODA changes that by providing transparent visibility into SSP performance, empowering publishers to make informed, strategic decisions about their supply mix.

Efficiency also extends to the user experience. By eliminating inefficient paths, SODA improves site performance, reduces latency, and ensures more relevant ad experiences proving that monetization and user experience can work in harmony.

Just as importantly, sustainability is embedded into SODA’s design. By reducing redundant bid traffic and prioritizing efficient delivery routes, SODA actively lowers the carbon footprint of digital advertising. It’s a step toward a more responsible ecosystem where performance and environmental impact are aligned, not competing goals.

Built for What’s Next

Already live with select premium publishers, including Mediatransports, a leading DOOH network in France, SODA is delivering measurable impact in high-traffic environments such as train stations and subways. As the DOOH landscape continues to evolve, AI-driven solutions like SODA are becoming essential.

SODA joins Perion’s growing suite of AI innovations including Wave, SORT, and Perion Outmax, all designed to unify performance, efficiency, and sustainability across the advertising ecosystem.

At Perion, we don’t just adapt to change, we lead it. With SODA, we’re redefining what’s possible on the supply side of digital advertising and setting a new standard for the industry’s future.