supply path optimization

Since advertisers now treat connected TV more like a digital performance channel, expect programmatic CTV demand to keep ramping up – including in the open exchange.

In 2023, supply-path optimization took off, brands took their scalpels to made-for-advertising websites and DSPs and SSPs launched SPO products to cut down on hops. Plus: lessons from the year in data privacy.

Three themes dominated our coverage this year: consolidation, transparency and measurement.

Broadcasters and brands love the idea of applying digital targeting to CTV ad campaigns. But there are still roadblocks stopping CTV advertisers from fully embracing programmatic, including price and transparency (or the lack thereof).

Healthy habits are hard to form and even harder to maintain, especially after a lifetime of neglecting the advice of doctors to eat better and exercise more.

Programmatic platforms are still unclear whether supply-path optimization is a way to compete or cooperate with each other.

A weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem…

Magnite increased its purchase data reservoir through a partnership with Attain, a purchase data company. But the data upgrade is restricted to ClearLine.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. All Work And No Pure-Play … Nobody wants to be an SSP anymore. But is supply-side ad tech really in such bad shape?  Index Exchange is the loudest – if not the only – voice still backing the pure-play publisher ad tech role. Co-founder […]

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.