IAB IT – Unlocking new Programmatic Strategies

With the rise in sophisticated programmatic media buying and an expanded array of inventory sources, the advertising industry is calling for more transparency and efficiency. In a process known as supply path optimisation (SPO), buyers have begun assessing the effectiveness of their SSP partners, demanding increased transparency, and more innovative and adaptable bidding processes.  

There are currently various optimisation approaches that range from manual methods to automated machine learning approaches. We would like to take a closer look at current developments: Who actually uses SPO at which stage of the process chain? And do we really need SPO, or is it another product that increases complexity unnecessarily?   

Our own Cristian Coccia, Regional Vice President Southern Europe and MENA at PubMatic,  participated with the topic ‘What is happening in supply path optimisation’ for IAB Italy.