Last August, I wrote a post introducing the concept of Supply Path Optimization to address the commoditization of programmatic supply access due to header bidding. Over the next two quarters, I worked closely with a team at AppNexus that did a domain-by-domain analysis of supply paths and rolled out a preliminary version of Supply Path Optimization (SPO).
Passthrough Auctions: Rethinking Supply Path Optimization
Passthrough Auctions: Rethinking Supply Path…
Passthrough Auctions: Rethinking Supply Path Optimization
Last August, I wrote a post introducing the concept of Supply Path Optimization to address the commoditization of programmatic supply access due to header bidding. Over the next two quarters, I worked closely with a team at AppNexus that did a domain-by-domain analysis of supply paths and rolled out a preliminary version of Supply Path Optimization (SPO).