Georgia-Pacific manages programmatic media across a portfolio of iconic household brands, like Quilted Northern, Brawny, Dixie, and Angel Soft. In a space where scale is essential and margins are tight, media efficiency is a critical driver of growth and brand performance.

Like many large advertisers, Georgia-Pacific faced a fragmented programmatic supply chain with fragmented supply, inconsistent inventory quality, invalid traffic, and rising media costs. Specifically Georgia-Pacific dealt with:

• Fragmented supply chain: Campaigns ran across 30+ SSPs, creating inconsistent inventory quality, pricing inefficiencies, and limited accountability

• Limited transparency: DSPs provided minimal visibility into real-time supply dynamics and true inventory costs

• Hidden media waste: Exposure to MFA sites, low-quality placements, and invalid traffic diluted performance and ROI

• Operational complexity: Managing multiple brands and campaigns required manual optimization, limiting scalability and consistency

Despite sophisticated DSP optimization, much of the opportunity to improve performance was being lost before bids were ever placed.

The challenge was to reduce waste, improve inventory quality, and simplify the supply chain – without sacrificing reach, scale, or campaign performance.