spo 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
spo Preventing Bad Behavior in Header Bidding: Supply Path Optimization As publishers implement header bidding in increasing numbers, we are beginning to see new techniques that allow an aggressive SSP to significantly alter outcomes for both the publisher and the
