Designing for Supply-Path Optimization
Supply-Path Optimization is the act of being intentional about the path through which you buy ads, not just the end destination of the ad. SPO, at its core, simplifies the supply chain between advertisers and publishers by cutting out unnecessary intermediaries to get the most direct & transparent path, benefiting both sides of the ecosystem. While cost is often at the top of the concerns list, there are many possible benefits to SPO.
In a market where many sellers are offering similar placements, buyers often struggle to know which sellers to partner with, which can be costly. On the other hand, a buyer who is familiar with the industry will know which route to take via which seller, and, as a result, get the best ROI. In a nutshell, SPO is the process of reducing the amount of intermediaries, keeping only those who add value.