SPO

Equativ (formerly known as Smart AdServer) announced its acquisition of Sharethrough, an SSP with a specialty in native advertising.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. The Path Less Traveled We all know what supply-path optimization (SPO) means and why it’s useful. Except, wait, what does SPO mean? “‘SPO’ – perhaps already a bigger buzzword than MFA. Every definition of SPO is different,” tweets Jud Spencer, engineering leader at The […]

Since launch, 82% of advertisers that buy inventory through the Yahoo DSP have tried Backstage at least once. And buyers are seeing lower CPMs from cutting out SSPs.

Programmers are using their Q1 earnings reports as a dress rehearsal for their upfront pitches. Meanwhile, programmatic platforms, including Magnite and PubMatic, also had upfronts in mind during their Q1 earnings.

For Magnite, the biggest growth opportunity lies in supply-path optimization. The trade-off is the pressure to differentiate itself from other supply-side platforms competing for agency deals.

PubMatic has its supply-path optimization initiative, its strategy to introduce direct deals for CTV and online video, to thank for its quarterly revenue growth.

The IAB projects digital video ad spend will rise to $63 billion in 2024, representing a 16% increase from last year. Of the three video ad categories the report breaks out (social and online video and CTV), the clear winner is social video.

TV inventory shrinks as supply paths proliferate. To help organize the chaos, video ad server Innovid launched a new SPO product called Harmony Direct to give media buyers the shortest path possible to CTV ad supply.

Third-party cookie deprecation creates an opportunity for publishers to increase inventory value, efficiency and partnerships in the open exchange. Here are some efficiency initiatives that should make your inventory more valuable to advertisers.

Advertisers are turning the spigot back on. And PubMatic’s investments are paying off. The SSP reported 14% year over year revenue growth in Q4, powered by 9% growth in display.