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 supply paths and rolled out a
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 buyer. This results in short-term gain for the SSP but long-term pain for the advertiser, publisher, and the programmatic ecosystem
