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»SPO

The Next Phase In SPO Is Based On Value Creation

“The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is written by Michael Shaughnessy, senior vice president of operations and partnerships at Kargo. The economic downturn caused by COVID-19 has accelerated supply-path optimization (SPO) conversations and will force suppliers that don’t exceed buyer demands and expectations... Continue reading »
by AdExchanger // July 15th, 2020 //
»
SPO unintended consequences
Doing SPO? Be Aware Of These Unintended Consequences

Supply-path optimization (SPO) has become a selling point for agencies looking to bring value and savings to clients in programmatic. An SPO strategy allows buyers to cut out players in the programmatic supply chain that don’t add value, such as resellers or exchanges that sell only duplicative inventory, while simultaneously funneling more spend toward exchanges... Continue reading »
by Alison Weissbrot // June 30th, 2020 //
»
Turning Off A Supply Source Is More Complicated Than It Seems

"Data-Driven Thinking" is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Michael Berkowitz, solutions architect at Jounce Media. In the age of supply-path optimization (SPO), marketers are more deeply evaluating how their bids reach publishers, and many brands and agencies are... Continue reading »
by AdExchanger // May 5th, 2020 //
»
Comic: The New SPO

A weekly comic strip from AdExchanger that highlights the digital advertising ecosystem...
by Nate Neal // April 10th, 2020 //
»
The Big Story: Coronavirus Fears And SSP/Agency Handshakes

The new coronavirus is wreaking havoc worldwide as uncertainty reigns, and marketers aren’t immune. This week on The Big Story, the team diagnoses the effect of COVID-19 on 2020 ad budgets, work productivity and the industry conference circuit. Advertisers won’t necessarily spend less, but they will probably start shifting budget to channels where they know... Continue reading »
by Allison Schiff // March 5th, 2020 //
»
GroupM Partners With Index Exchange As Hold Cos Lean Into SSPs

The supply-side platform Index Exchange and WPP’s media buying unit GroupM are approaching publishers with an unusual partnership. According to three publishers who were briefed about the deal, GroupM will begin to rout a majority of its demand through Index Exchange as part of a supply-path optimization (SPO) effort. Concentrating demand on Index’s pipes will... Continue reading »
by Alison Weissbrot // March 2nd, 2020 //
»
Apple In Talks To Buy MGM Holdings For More Apple TV+ Content; The Ad Tech Tax Hit $10 Billion In 2019

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Content Costs Apple has held preliminary talks with MGM Holdings and with the Pac-12, a college football conference, as it tries to beef up the Apple TV Plus subscription offering, reports The Wall Street Journal. Although this may be a golden era of television... Continue reading »
by AdExchanger // December 20th, 2019 //
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Marketers Are Going Straight To Exchanges For Ultimate Data Transparency

As marketers seek more transparency into their programmatic buys, they’re bypassing their demand-side platforms and going straight to exchanges and publishers to ask for log-level data about the bids they’ve won and lost. More than a dozen of the most hands-on, sophisticated marketers – including P&G, L’Oréal, T-Mobile and Bayer – are leading the charge.... Continue reading »
by Sarah Sluis // October 24th, 2019 //
»
Buyers Must Consider DSP Optimization Strategies When Scoping The Best Supply Paths

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Bram Woolcott, product manager at TripleLift. Supply path optimization (SPO) is about finding the most efficient path to inventory, but there is no consensus about what efficiency actually is. Demand-side platforms... Continue reading »
by AdExchanger // September 5th, 2019 //
»
 

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