Supply Path Optimization (SPO) is a term used in the advertising technology industry to describe the process of optimizing the path that advertising impressions take from the advertiser to the publisher. SPO involves identifying the most efficient and effective supply paths for delivering advertising inventory, with the goal of maximizing the value of ad spend for advertisers.
SPO is becoming increasingly important as the digital advertising industry continues to grow and become more complex. With so many intermediaries involved in the buying and selling of advertising inventory, it can be difficult for advertisers to know where their ads are appearing and whether they are reaching the right audience.
By optimizing the supply path, advertisers can improve their ad performance and reduce wasted ad spend. This can be done by identifying the most direct and efficient paths to publishers, reducing the number of intermediaries involved, and ensuring that all parties in the supply chain are transparent about their fees and practices.
SPO is typically achieved through a combination of data analysis, technology solutions, and industry partnerships. Advertisers can work with their agencies and technology providers to implement SPO strategies and ensure that their ad spend is being used effectively.
Sam Khoury
Founder, Cedar Consultants
Creative consulting solutions for Adtech