Transparency
Supply Path Optimization (SPO)
Supply path optimization is the practice of evaluating and selecting programmatic buying paths to reduce unnecessary intermediaries, duplication, cost, opacity or quality risk.
The same publisher impression can sometimes be reachable through several intermediaries. SPO helps buyers prefer efficient, transparent and commercially appropriate paths.
How it works
- Map the available supply paths for target inventory.
- Compare transparency, fees, duplication, latency and quality signals.
- Prefer or prioritize paths that meet the buyer's efficiency and trust criteria.
Frequently asked questions
Does SPO mean using only direct publisher paths?
No. The goal is an efficient and trustworthy path; a qualified intermediary can still add legitimate value.
Why can duplicate supply paths be a problem?
They can create auction duplication, extra fees, measurement complexity and less clarity about the real route to inventory.