Programmatic

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
Headshot of Andrew Blustein
By Andrew Blustein

March 12, 2021

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).

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Headshot of Andrew Blustein

Andrew Blustein

Andrew Blustein is a programmatic reporter at Adweek.

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