Why Supply-Path Optimization Is Coming to Connected TV

GroupM and SpotX recently partnered to streamline buying

Image of a remote in front of a TV screen
There are only a handful of established, trusted SSPs in CTV. iStock

Agencies have been embracing supply-path optimization for display inventory, but the mechanics of culling through supply partners is different in the growing, but immature connected TV space.

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