Why GroupM Values Supply Path Optimization

SSPs are seeing it as a big win

GroupM named PubMatic a preferred global SSP partner earlier this week.
GroupM named PubMatic a preferred global SSP partner earlier this week. Pubmatic, GroupM, Getty Images

GroupM is continuing a years-long effort to consolidate its digital supply chain and work with fewer ad-tech intermediaries, a process known as supply path optimization (SPO).

@andrewblustein andrew.blustein@adweek.com Andrew Blustein is a programmatic reporter at Adweek.
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