In this session...
As marketers increasingly look to maximize the value of their advertising spend, the answer to an ever-changing digital advertising ecosystem and programmatic supply chain disruption is supply path optimization.
SPO allows buyers to optimize ad spend by consolidating down to fewer sell-side partners. From economic control to quality control to buying leverage, SPO has become a powerful tool to help marketers drive a more transparent, efficient, and effective supply chain of the future.
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Lewis Rothkopf, Head of Integration at PubMatic (former President of Martin), joins John Dioso, Editor of Ad Age Studio 30, to discuss how SPO benefits buyers and how bringing audience targeting to the sell-side will radically change programmatic advertising for the better.
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What You'll Learn from This Session...
- Supply path optimization has become a powerful tool to help marketers drive a more transparent, efficient and effective supply chain of the future.
- SPO allows buyers to optimize ad spend by consolidating down to fewer sell-side partners.
- Bringing audience targeting to the sell-side will radically change programmatic advertising for the better.
