Supply path optimisation (SPO) has gone from a buzzword to a core part of how programmatic teams operate. Buyers want cleaner, more transparent routes to inventory, and supply-side teams in APAC need clear evidence that the paths they offer are efficient, authorised and worth prioritising.
In Southeast Asia, this can be challenging. You have a mix of global and local SSPs, varied ads.txt adoption and long reseller chains that are not always obvious at first glance. The good news: a small stack of tools can make SPO much more practical.
This article looks at three tools that work well together in an SPO workflow for APAC teams: SupplyFinder, Jounce Media and OpenSincera.
1. SupplyFinder – Map and Verify the Supply Path
Best for: ads.txt checks, supply path discovery, onboarding QA
Website: supply-finder.com
SupplyFinder is designed to answer a simple but crucial question: who is actually authorised to sell this publisher’s inventory? It fetches a domain’s ads.txt in real time and shows which SSPs and resellers appear, along with their seller relationships.
APAC programmatic teams can use SupplyFinder to:
- Generate an initial sitelist from publishers or proposals
- See which SSPs and intermediaries are authorised sellers
- Check whether sellers are direct or reseller paths
- Uncover unexpected or unknown resellers in the chain
- Do quick due diligence before onboarding new supply into a marketplace or PMP
Because ads.txt quality varies across Southeast Asia, running sites through SupplyFinder first helps you build a clean, factual starting point for SPO work.
2. Jounce Media – Assess Reseller Quality and Cleanliness
Best for: reseller intelligence, SSP quality, SPO strategy
Website: jouncemedia.com
Once you know who is in the supply chain, the next question is: which paths are worth keeping? Jounce Media provides deep data and benchmarks on reseller behaviour, SSP quality and marketplace cleanliness. Used alongside the sitelist from SupplyFinder, Jounce helps APAC teams:
- Identify which resellers tend to sit in unnecessary or low-value chains
- Spot SSPs that consistently deliver clean, efficient supply
- Support SPO policies that favour certain paths or partners
- Explain to buyers why some paths are down-weighted or removed from deals
Even if your team does not have direct access to all of Jounce’s data products, their frameworks and public analysis can still guide how you think about direct vs reseller supply in APAC.
3. OpenSincera – Add Contextual Intelligence to Clean Paths
Best for: domain categorisation, contextual curation, clean-list enrichment
Website: opensincera.com
Supply hygiene is only part of the story. Buyers also care about where their ads appear and whether the content aligns with their brand and objectives. OpenSincera adds this contextual layer by classifying domains into IAB content categories and providing additional page-level intelligence.
When combined with SupplyFinder and Jounce outputs, OpenSincera lets APAC teams:
- Enrich clean sitelists with IAB categories (e.g. News, Sports, Finance)
- Build contextually curated deals on already-validated supply
- Spot content categories that may not be suitable for certain brands
- Create vertical packages (e.g. Auto, Travel, Business) backed by both quality and context
4. How to Use These Tools Together in an SPO Workflow
Used in sequence, these tools form a practical SPO workflow for APAC programmatic teams:
- Start with SupplyFinder – Pull the publisher or marketplace sitelist, fetch ads.txt and map who is authorised to sell each domain. Export this into a spreadsheet as your raw supply map.
- Layer in Jounce intelligence – Use Jounce data and frameworks to identify low-quality or redundant reseller paths and prioritise SSPs that deliver clean, well-behaved supply.
- Enrich with OpenSincera – Classify the remaining domains by IAB category and add contextual signals. Use this enriched list to build curated PMPs and vertical packages that are both clean and relevant.
This approach means that by the time you present a curated deal or SPO recommendation to a buyer, you have:
- Validated that the sellers are authorised
- Filtered for clean, efficient paths
- Enriched the list with contextual metadata suitable for targeting
Conclusion
SPO in APAC does not have to be abstract. With a small but focused set of tools, teams can turn supply path transparency into a repeatable process: map the supply, assess the quality of each path and then enrich the clean subset with contextual data for curation.
Using SupplyFinder, Jounce Media and OpenSincera in combination gives programmatic teams in Southeast Asia a structured way to answer buyer questions, design better PMPs and run cleaner, more accountable programmatic supply strategies across the region.
If you’re exploring SPO or building curated PMPs and want practical help applying these workflows, feel free to reach out. I regularly support APAC teams with sitelist validation, supply path reviews and curation strategy — and I’m happy to share guidance tailored to your market or use case.