Supply path optimization needs optimizing.
The umbrella term for programmatic ad-buying upkeep has been around for more than a half-dozen years. In that time, SPO has increased in importance. Programmatic reselling has become more rife, ad tech has become more commoditized, and last year’s MFA mania called into question how much insight – not to mention control – brands actually have over where their ads appear.
Naturally then, as the programmatic marketplace evolves, so do advertisers’ methods of managing that supply chain.
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The original post is at Marketing Archives – Digiday
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