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Understanding Supply Path Optimization (SPO)

Understanding Supply Path Optimization (SPO)

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SUMMARY

This report about supply path optimization, or SPO, notes that although SPO was first considered by DSPs, its interest is expanding. 

Programmatic is becoming a larger share of media spend, while advertisers are taking more ownership of programmatic buying. They are concluding along with the agencies that work for them, that bespoke supply strategies can generate impressive results. 

According to this research, buyers are realizing that fragmented supply paths lead to a lack of control over the bid strategies, which goes against campaign performance and ROI. In that respect, SPO is a tool for buyers to reclaim that control across several areas, the report explains.

The paper notes that the real optimization of the supply path is a challenging path. It is an ongoing process that needs careful evaluation and continuous evaluation. Despite this, there are a few guides that buyers can review to begin the process of establishing their best supply path.

The programmatic sector is still highly fragmented. DSPs, agencies, and advertisers are starting to optimize supply paths and consolidate spend across fewer supply-side partners, the document concludes, but this trend is still in its nascent stages. 

Report download requires free registration on the publisher's website.

OUTLINE

SPO

Reasons to emply SPO

Implementation

Metrics

Looking ahead

 

DETAILS

Overview

Researchfinder Rating
4 out of 5 stars
Title
Understanding Supply Path Optimization (SPO)
Region
Global
Published
June 15, 2019
Publisher
PubMatic
Price
FREE
Language
ENGLISH

Content

Number of Pages
18
Number of Tables
0
Number of Exhibits
11
Topics
software
Tags
advertising, digital advertising, global, PubMatic, software, supply chain
Companies mentioned
AT&T
Methodology
Not available.
EVALUATION

This is a highly technical report about SPO with an appealing design and good graphs.

Positives:

  • Great graphs
  • Appealing design
  • Checklists

Negatives:

  • Highly technical language and content

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