2023: The Year SPO Went Mainstream
2023 saw SPO become further cemented in the strategies of DSPs and SSPs for capturing market share. But the long-term trend might see SPO become the default for programmatic advertisers.
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PubMatic Is Building For The Day Advertising Demand Takes Off Again
With last year’s lingering slide in ad spend, PubMatic sees itself playing the long game by innovating in CTV and retail media, leaning into the SPO trend and adopting cookieless tech.
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What To Know About SPO (It’s More Than Just Making Cuts)
Supply-path optimization conjures an image of SSPs and DSPs dueling it out to each render the other obsolete. But it’s actually not that dramatic.
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Working With Buyers Isn’t The Only Way For SSPs To Stand Out From Competitors
In addition to buy-side integrations, content curation, proprietary ad formats and flexible pricing models are also helping set SSPs apart.
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- andrew casale
- Audigent
- Cadent
- Chegg
- Chris Kane
- content curation
- CTV
- DataXu
- Drew Stein
- DSP
- Emry Downinghall
- EMX
- featured
- groupm
- GroupM Premium Marketplace
- index exchange
- Jounce Media
- kyle dozeman
- Magnite
- Magnite ClearLine
- Mike Chowla
- OpenPath
- openx
- PMP
- pubmatic
- PubMatic Activate
- Roku
- Samuel Youn
- SPO
- SSP
- the trade desk
- Unwind Media
- yahoo
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The Trade Desk Says It Isn’t Competing With SSPs – It’s Taking On Inefficiency
CEO Jeff Green pushed back against the idea that DSPs are increasingly competing with SSPs and vice versa, saying it was a fabrication of the trade press.
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PubMatic Cuts DSPs Out Of Direct CTV And Online Video Ad Buys
PubMatic’s end-to-end platform, Activate, lets advertisers buy CTV and online video inventory via direct deals, bypassing DSPs.