The TV term du jour is supply-path optimization (SPO). As more TV inventory goes programmatic, advertisers are demanding better transparency and doing whatever they can to reduce the much-despised ad ...

The proposed update would help media buyers better understand how bid requests are created and routed across programmatic ...

Programmatic platforms are still unclear whether supply-path optimization is a way to get rid of one another or help each other reach sustainable profit levels in the space. “I wouldn’t look at what ...

As programmatic capabilities evolve, decision-making is no longer confined to a single point in the transaction. Some decisions still sit naturally within the DSP, while others may benefit from ...