Buyers and Sellers Should Unite Around Shared Business Interest

Buyers and Sellers should unite around shared business interest

July 9, 2019 
Michael Nevins 

 

Will 2019 be the year of value path optimization?

By now, you have all heard of supply path optimization.  In recent years, demand-side-platforms on behalf of their advertiser clients have prioritized the simplification of their complex networks of supply partners.  Within these byzantine relationships, DSPs found themselves all too often bidding against themselves on the same inventory through multiple vendors. This also created both operational complexity in maintaining multiple connections and technical cost due to the load associated with unnecessary QPS (queries per second).  But make no mistake: the drive for SPO has also been spurred in no small part by DSPs’ desires to meet their media arbitrage goals.

 

This article was originally published on advertisingweek360.com

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