Supply Path Optimization improved efficiency across programmatic advertising, but its greatest legacy may be revealing a much larger opportunity. As AI transforms media buying, the competitive advantage will shift from optimizing supply paths to understanding the value of every decision made throughout the campaign.
Tag: supply path optimization
As connected TV, first-party data, and advertising transparency become top priorities, programmatic curation is evolving from an optimization tactic into a core component of modern media buying. For more than two decades,…