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

SPO effectively cuts the clutter between media buyers and publishers. Getty Images

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.

This story first appeared in the May 6, 2019, issue of Adweek magazine. Click here to subscribe.
@swodinsky shoshana.wodinsky@adweek.com Shoshana Wodinsky is Adweek's platforms reporter, where she covers the financial and societal impacts of major social networks. She was previously a tech reporter for The Verge and NBC News.