Why Ad Tech Shouldn't Be Skittish About Supply Path Optimization

This little understood metric is what's driving a lot of major players' big decisions

Supply path optimization, better known as SPO, might seem like another buzzy tech phrase looped into the programmatic landscape, but it’s one of the industry’s most effective ways to cut the clutter between media buyers and publishers hungry to sell their inventory.

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This story first appeared in the May 6, 2019, issue of Adweek magazine. Click here to subscribe.