How Advertisers Are Untangling the Programmatic Supply Chain

Searching for ad tech that adds value

Under pressure to prove the value of their programmatic ad spend, advertisers are becoming increasingly selective in choosing their ad-tech partners.

While the early phase of sorting the wheat from the chaff involved decoupling from fraudulent players, marketers are now adopting a more nuanced approach focused on financial transparency.

The dawn of the ad-tech era has ushered in a massive surge of digital media revenue with a corresponding volume of new players. With thousands of ad-tech middlemen littering the landscape and seemingly more entering daily, marketers are quickly realizing the need to be smarter about the outfits they partner with.

Enter supply-path optimization, or SPO, which translates to cutting through the clutter between media buyers and the publishers they work with.



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