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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

Brian O'Kelley May 9, 2017 • 7 min read
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