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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