SPO

Supply Path Optimization

A process used by advertisers and agencies to streamline and optimize the way they buy ad inventory, typically in programmatic advertising.

SPO involves evaluating and selecting the most efficient and effective paths through which to purchase digital advertising. The goal is to identify the most direct and cost-effective routes to desired inventory, thereby reducing the layers and complexity often involved in programmatic buying. This can involve choosing supply-side platforms (SSPs) or ad exchanges that offer the best access to high-quality inventory at reasonable costs.

Implementing SPO can lead to several benefits, such as improved transparency, reduced ad fraud, better control over ad placements, and overall cost savings. In a market where the digital ad supply chain can be convoluted and opaque, SPO helps advertisers gain clarity and improve the efficiency of their ad spend.

• Abbreviation: SPO