Why GroupM Values Supply Path Optimization

SSPs are seeing it as a big win

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).

The media buying giant already has close ties with supply-side platforms (SSPs) like Index Exchange and SpotX. On Tuesday, it announced a global preferred relationship with another sell-side platform, PubMatic.  

“It’s been a massive focus for us … because of the clients that we manage,” Andrew Meaden, GroupM’s global head of investment, said in reference to SPO during yesterday’s virtual IAB Annual Leadership Meeting.

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