Why the Successful Deployment of SPO Is a Shared Responsibility Between DSPs, SSPs and Publishers
Another month, another acronym in the world of programmatic.
SPO or supply path optimization is nothing new, but in times of heightened frugality, SPO is back in the hype-cycle, and for good reason! As more dollars transact programmatically, and new formats trade via real-time bidding (RTB) for the first time, there’s no denying the efficiency, transparency, and scale programmatic provides. However, this gravitational pull can be a double edge sword for unsuspecting or unprepared advertisers.
While some have come to…