Supply-path optimization (SPO) is nothing new. But 2023 saw SPO become further cemented in the strategies of DSPs and SSPs for capturing market share. As a result, stakeholders on all sides of the programmatic ecosystem are more SPO-savvy than ever, making these initiatives essential for courting direct business. Last year, The Trade Desk and GroupM […]
The post 2023: The Year SPO Went Mainstream appeared first on AdExchanger.
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