supply path optimization

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

Magnite increased its purchase data reservoir through a partnership with Attain, a purchase data company. But the data upgrade is restricted to ClearLine.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. All Work And No Pure-Play … Nobody wants to be an SSP anymore. But is supply-side ad tech really in such bad shape?  Index Exchange is the loudest – if not the only – voice still backing the pure-play publisher ad tech role. Co-founder […]

Supply-path optimization conjures an image of SSPs and DSPs dueling it out to each render the other obsolete. But it’s actually not that dramatic.

Cutting out hops in the supply chain means skipping over a DSP or an SSP – especially for video inventory. Plus, inside Cadent’s bid for bankrupt SSP EMX.

On the heels of the launch of its latest supply-path optimization product, PubMatic posted $55.4 million in Q1 revenue, growing 2% YOY.

PubMatic’s end-to-end platform, Activate, lets advertisers buy CTV and online video inventory via direct deals, bypassing DSPs.

Among the most frequent benefits touted with SPO is improved efficiency. When costs are reduced while maintaining effectiveness, greater return on ad spend is achieved. But, asks InMarket’s Joshua Koran, is it really that simple?

The 2024 election will break advertising and fundraising records, with the Presidential election, every seat in the House and a razor-thin Senate majority on the line.  Ad Impact, a political research company, forecasts 2024 US political cycle spend to cross the $10 billion mark for the first time ever. But with that kind of money […]

A weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem… Nate Neal has been translating the AdExchanger editorial team’s wacky, wonky and in-the-weeds ideas into beautiful comic form for 13 (!!) years. This is his last comic for AdExchanger before striking out for new horizons. He leaves us with an unparalleled archive of illustrated ad […]

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

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.

Sustainability was a hot topic for the advertising industry in 2022. The momentum will only grow in 2023, though decarbonization remains a multiyear journey.

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.

Dramatic shifts in consumer viewing habits during the pandemic have led, predictably, to an intense focus on the corresponding connected TV (CTV) advertising opportunity. CTV ad spend is growing leaps and bounds – and for good reason. But for continuation of that growth to be warranted, there are a number of enhancements that must be brought to bear.

SSPs had traditionally been among the first in the ad tech ecosystem to build profitable businesses. But their future in the programmatic tech stack is uncertain because they’ve evolved from publisher-centric technologies to demand aggregation businesses, often competing with their biggest customers: buy-side platforms or DSPs.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Has Lifetime Value Timed Out? It was the best of LTV, it was the worst of LTV. In mobile marketing, lifetime value (LTV) has long been considered a key metric for many data-savvy marketers. But times are changing, writes Eric Seufert at Mobile Dev […]

Programmatic advertising can be notoriously complex. But in the streaming category in particular, there is ample opportunity to improve transparency, revenue and user experience — namely, supply-path optimization and better data technology, writes Troy Bubley, co-founder and president of diDNA.

Tremor International has been on a journey to rebuild its biz with assets on both the buy and sell sides of digital media. And with its acquisition of Amobee announced earlier this week, Tremor is now making inroads into linear inventory. Tremor International CEO Ofer Druker spoke with AdExchanger about the company’s plans for its most recent acquisition.

The Trade Desk’s OpenPath gives advertisers a direct link with premium publishers, collapsing the supply chain from the DSP directly to the publisher’s inventory. While a win under the guise of supply path optimization, it also spells danger for SSPs, the traditional guardians of publisher inventory who now risk being squeezed out entirely, writes Joseph Lospalluto, US Country Manager of ShowHeroes Group.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. All Systems Ro’ Roku insiders are abuzz about a potential acquisition by Netflix, Insider reports.  There’s no firm reporting of a deal, or even of negotiations. But two employees say Roku abruptly closed the trading window to sell vested stock. That kind of trading […]

Go to any SSP or DSP website and you’re likely to see a mention of programmatic “premium.” But programmatic premium shouldn’t stop at inventory – ad tech companies should also be supplying premium service to make sure advertisers can actually optimize their buys by maximizing the value of that premium inventory, writes Steve Pelletier, SVP of strategic partnerships & corp development at FatTail.

The complexity and lack of transparency in the programmatic ad buying ecosystem makes it hard to understand who you’re buying from and how big of a bite they’re taking out of a buyer’s ad spend. Hence the need for supply path optimization (SPO). Simply put, SPO is about buyers identifying the most efficient connections and using them to transact with sellers. The goal is to stop buying through inefficient or expensive paths to supply.

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