SPO

The TV term du jour is supply-path optimization. And SSPs in particular are under intense pressure to carve out competitive edges.

The supply-path optimization trend is catching on with video publishers, including the AVOD platform Future Today.

Supply-side platforms are under intense pressure to prove unique value or hit the chopping block. And Magnite is using connected TV as its competitive edge.

TV fragmentation is only getting worse. And, according to FreeWheel’s newly promoted chief product officer, troubleshooting means simplification.

A weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem…

How should the ad industry treat consumers’ call for data privacy? The IAB, ANA and 4A’s are at odds on how to tackle a thorny issue.

Havas Media named FreeWheel a preferred SSP partner for premium video for two reasons: transparency and supply path optimization.

The integration is the latest sign that agencies are getting serious about supply-path optimization (SPO) by forging direct relationships with SSPs. It also illustrates the need for SSPs to differentiate themselves from their peers by providing publishers and broadcasters with unique connections to demand sources.

Whereas brands and DSPs are whittling down the number of supply paths they use to purchase ad inventory, publishers are financially incentivized to work with as many partners as possible. But there are changes afoot that could alter the economics for publishers.

In 2022, SPO solutions largely revolved around creating direct connections to so-called premium publishers. But machine learning (ML) and artificial intelligence (AI) also took on a bigger role in SPO this year. And 2022 was the year the ad industry began touting SPO as the solution of choice for sustainability-focused marketers.