Supply Path Optimization (SPO) is a practice that helps to enhance the efficiency and transparency of the supply chain between advertisers and publishers. It involves evaluating and optimizing the routes through which ad inventory is purchased and delivered, aiming to improve performance and reduce costs.
The supply chain can involve multiple intermediaries in programmatic advertising, such as supply-side platforms (SSPs), demand-side platforms (DSPs), ad exchanges, and other ad tech vendors. Each intermediary in the chain takes a share of the ad spend, which can lead to inefficiencies and reduced transparency.
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